Íslandshótel Becomes the First Travel Company to Receive the Rainbow Certification from Samtökin '78

Íslandshótel has received a Rainbow certification from Samtökin '78 - The National Queer Organization of Iceland, making it the first tourism company in Iceland to be awarded this certification. The aim of the program is to support companies and institutions in creating a safe and inclusive environment for LGBTQ+ individuals, both employees and guests.

The process began in November 2023, when an agreement was signed with Samtökin '78, launching an extensive initiative that took nearly two years to complete. Íslandshótel is a large and complex workplace, operating 17 hotels across the country along with its headquarters. A detailed plan, education sessions, and workplace assessments were necessary to ensure full participation from all employees.

The entire management team and around 1,000 staff members, of 58 different nationalities, received training delivered by Samtökin '78. In addition, thorough audits and workplace surveys were conducted.
“When a company is as large and geographically spread out as Íslandshótel, the certification process takes time,” says Erna Dís Ingólfsdóttir, Chief HR & Quality officer at Íslandshótel. “But this was incredibly important to us. Our staff come from diverse cultural, religious, and personal backgrounds, and we want to ensure that everyone feels welcome and safe, regardless of sexual orientation, gender identity, or any other aspect of diversity and human rights.”

The training was very well received, with many employees finding the process meaningful and even personal. For some, it was the first time they had deeply reflected on LGBTQ+ perspectives.

Following the certification process, a number of improvements were made within Íslandshótel. All internal and external company materials were reviewed to ensure gender neutrality, gendered signage was reassessed where applicable, and uniform policies were revised. These changes help ensure greater respect, choice, and equality for all.

Íslandshótel welcomes thousands of guests from all over the world each year. The Rainbow Certification confirms the company’s clear and active commitment to diversity, human rights, and equality. The goal is for all guests, whether they are booking a meeting, staying overnight, visiting the bar, or enjoying dinner, to feel welcome, safe, and respected, regardless of gender identity, sexual orientation, gender characteristics or gender expression.

“We’re very proud to be the first tourism company to receive the Rainbow certification,” adds Erna Dís. “Tourism is about making people feel welcome and that should apply to everyone. This isn’t just about earning a certification; it’s about creating a workplace and a society where everyone can be themselves, without fear or hiding. For me personally, this journey has been deeply meaningful, it’s evoked a sense of responsibility, gratitude, and a genuine desire to contribute.”

“We wholeheartedly welcome Íslandshótel's completion of the Rainbow Certification process and their work toward building a workplace culture that celebrates diversity in all its forms,” says Kári Garðarsson, CEO of Samtökin '78.

Other companies and public bodies previously certified by Samtökin '78 include the Prime Minister's Office, Registers Iceland, Rio Tinto, Ölgerðin, and Lota Engineering.