Before Godo became Iceland’s leading travel tech company, it was just two friends: Sveinn Pálsson and Sverrir Steinn Sverrisson, who met while studying in Denmark. In 2012, they both found themselves back in Iceland, just as the country’s travel industry was gaining global attention. Tourist numbers were rising fast in the wake of the 2008 financial crisis and the 2010 Eyjafjallajökull eruption. Iceland was suddenly popping up on international “must-see” travel lists, and the conversation around tourism began to shift. The country was no longer just a summer destination, it had become a serious economic opportunity.
Sveinn and Sverrir decided to start a company called Iceland on Sale, aimed at offering discounted tours during the off-season. Although compelling in theory, the venture ultimately fell short of expectations. But they weren’t ready to call it quits. They went on to run a small hotel along the Golden Circle route, where they experienced firsthand how limited hotel tech was for local hoteliers. That’s where the idea for Godo was born: a hospitality company that truly understands and supports their customers.
Today, Sverrir leads Godo as CEO, continuing to shape the company he co-founded with Sveinn back in 2013. In this spotlight, Sverrir reflects on how it all began, what it means to lead Godo, and what’s ahead for the company and the hospitality industry.
Q: What inspired you to start Godo?
Sverrir: After our experience with Iceland on Sale, Svenni and I found ourselves deep in the tourism industry. We started running our own hotel and were surprised by the limitation of the technology. The tools didn’t talk to each other, simple tasks took way too long, and we were left to figure things out on our own. There was no system built for the realities of day-to-day operations for smaller hotels, no real support, no flexibility, and definitely no focus on service. That’s the gap we set out to close with Godo. We didn’t just want to build software, we wanted to create something practical, reliable, and actually useful for people running properties like ours.
We were lucky to have a strong early team that helped shape that vision from day one. Kata, a longtime friend, was one of the first to join. Then came Joel, Zuzana, and Þóra, each one bringing their own unique perspective and challenging us to think bigger. Godo was a team effort from the start, and that’s something we’ve carried forward as we’ve grown.
Q: What were some key milestones that shaped the company?
Sverrir: We’ve come a long way since the early days, and honestly, every new team member has been a milestone in their own right. It might sound a bit corny, but it’s true, our people have shaped this company just as much as our products. That spirit of learning and growth still runs deep in our culture today.
On the product side, we’ve hit some exciting milestones: launching Godo Payments, building our first accounting integrations, and rolling out Travia in 2019. We signed our first hostel chain in 2017, and our first hotel chain in 2020. Most recently, acquiring Origo’s software division in 2023 marked a major step in expanding our capabilities.
Q: What excites you most about what’s coming next for Godo?
Sverrir: The momentum we’re building both at home and internationally. Acquiring Origo’s travel tech department helped us grow our team, expand our products, and accelerate our global reach with products like Booking Factory and Travia.
Our Advanced and Growth services reflect over a decade of learning and are designed to give hotels the tech and support they need to meet today’s challenges head-on. I’m looking forward to continuing to deliver smarter solutions for hoteliers, not just in Iceland, but across new markets as well.
Q: How has company culture at Godo contributed to its success?
Sverrir: From day one, we’ve been lucky to work with individuals who share a passion for what we do. We are problem-solvers and genuinely care about making a difference for our customers. That energy is contagious, and it’s played a major role in shaping our company culture. Our team is like an eccentric family – one that is always learning, pushing new ideas, and not taking ourselves too seriously.
I truly believe that our culture of openness and adaptability has been a key reason we’ve been able to evolve quickly and stay closely aligned with the real needs of hoteliers. At the heart of it all is a strong customer focus and a commitment to building lasting partnerships. That mindset is something I see reflected across our entire team and something I’m really proud of.
Q: What trends in hospitality tech excite you the most right now?
Sverrir: It might be a bit of a cliché, but I’m genuinely excited about where hospitality is heading. Especially when it comes to better data analytics, stronger B2B connectivity, more personalized guest experiences, and of course, the future of artificial intelligence. At ITB Berlin, it was clear that hoteliers are no longer just exploring technology. They’re actively investing in tools that unlock powerful business insights and strive to deliver truly tailored guest experiences.
AI stood out as a game-changer, with real potential to automate workflows and solve practical challenges. It’s becoming central to how platforms function and will likely play a major role in shaping the future of PMS systems. We’re keeping a close eye on that evolution and Godo has no intention of trailing behind. We're ready to lead and adapt to the changing landscape.
Final Thoughts
As Godo looks to the future, its purpose remains clear from the beginning: to build meaningful tools for the people behind hospitality. What began as a simple idea between two friends has grown into a thriving company that’s helping redefine the future of hospitality. With a team rooted in collaboration, creative thinking, and a vision that continues to challenge the status quo, Godo isn’t just keeping up with the future, they’re helping shape it.