Meet Sóley
The AI booking layer that lets travellers plan Iceland in ChatGPT or Claude and book real local operators directly.
The Sóley vision
The sóley (buttercup) is Iceland's most resilient wildflower, it grows everywhere, from sea level to the highlands, and multiplies naturally. Each flower is independent, but together they create fields of gold across the landscape.
That's our vision for Icelandic tourism. Each operator is their own independent business, but connected through the Sóley network, they become something greater.
We're not building a platform that owns operators. We're growing a community where every business thrives on its own terms.
What is Sóley?
Sóley is a direct-booking network for Icelandic tourism: one AI-native endpoint, with the licensed Icelandic market on it: approximately 3,000 licensed tourism companies today, each one bookable, verified, or listed from the public record.
How it works
Tourist sends a message
A traveller asks inside ChatGPT or Claude, in any language.
AI finds the right match
Searches the network, checks operator availability (confirming with the operator where it isn't live), and suggests options.
Book and pay securely
Go from request to payment in one conversation, with the operator confirming the booking.
For operators
Keep ~90% of revenue
Just 10% commission, vs the 15 to 25% OTAs typically charge. Keep more of what you earn.
Your channel, your call
Sóley web or WhatsApp, pick whichever fits your day. Same conversations, same bookings, one inbox.
AI that knows your business
Trained on your services, pricing, and FAQs, and brings you in when a question goes beyond them.
And it works on your own website too. With one line of code, your guests can book on your domain and ask questions through an AI chat that knows your services. Bookings stay with you; Sóley provides the rails.
Learn more about the widget →For tourists
Instant answers
No waiting on email replies. Get availability and prices in seconds.
Any language
Message in your language. The AI translates in the background.
Direct from operators
Book direct with the operator, no marketplace markup, no hidden fees.
Built on trust
Sóley is built by Cognia ehf in Reykjavík. We think tourism should benefit the communities that make it special, not distant platforms taking a quarter of every sale.
Follow Sóley's progress
Occasional updates on how Sóley is taking shape. No spam, unsubscribe any time.