In the land of fire and ice, where tradition meets innovation and nature takes center stage, luxury hospitality demands more than elegance—it calls for authenticity, resilience, and a deep connection to place. Few embody this spirit better than Helga Björk Jósefsdóttir, General Manager of both the Iceland Parliament Hotel and the Reykjavik Konsulat Hotel, part of the Curio Collection by Hilton.

With a career shaped by passion for service and national pride, Helga leads two distinct yet complementary properties in the heart of Reykjavik. In this exclusive interview, she shares her path to leadership, the challenges of managing in a remote Nordic capital, and the powerful legacy of Icelandic culture that shapes every guest experience.

My journey began with a deep passion for service and pride in Icelandic culture. I started in guest services and worked my way through various operational roles, always seeking to understand every aspect of hospitality. Over time, I had the opportunity to lead teams, develop innovative guest programs, and support training and quality control initiatives. When the chance came to lead both the Reykjavik Konsulat and Iceland Parliament Hotel under the Curio Collection by Hilton, it felt like the opportunity of a lifetime—bringing together everything I’ve learned with the exciting challenge of overseeing two distinct yet complementary properties.

Both properties are deeply rooted in their surroundings. The Iceland Parliament Hotel celebrates the nation’s democratic spirit and architectural heritage, while the Reykjavik Konsulat honors a rich merchant history through design and storytelling. We highlight natural materials, local art, and thoughtful experiences—from spa rituals inspired by Icelandic elements to partnerships with local artisans—to ensure guests truly feel the spirit of the land.

What are some unique challenges and opportunities that come with managing two iconic properties in Reykjavik?

One of the main challenges is maintaining distinct identities for each hotel while ensuring consistency in service and team culture. Staffing and logistics can also be complex in a remote destination like Iceland. But the opportunity to craft two unique guest journeys—one rooted in political and cultural heritage, the other in historical luxury—makes the work incredibly rewarding. It allows us to attract diverse guests while building a unified, passionate team.

Located just steps from Alþingi, Iceland’s parliament, the hotel is steeped in history. We’ve integrated original architectural features, collaborated with local historians, and it is integral to the hotel that we have a local art collector that curated amazing local artwork from his private collection that reflects Iceland’s journey as a nation.  The design honors the elegance of early 20th-century Reykjavik while delivering modern luxury. Guests often say staying here feels like stepping into a living part of Icelandic history.

The Konsulat Hotel was once the home of Consul Thomsen, a prominent 19th-century entrepreneur. We celebrate that legacy through curated artifacts, storytelling elements throughout the property, and a timeless design that blends vintage charm with contemporary comfort. Even the spa is modeled after traditional Icelandic public baths. Guests feel immersed in history, but never at the expense of comfort or modern convenience.

Resilience is absolutely essential. In a place like Iceland—where nature is unpredictable, logistics can be challenging, and seasonality plays a major role—you have to be able to adapt quickly and stay calm under pressure. That resilience also needs to extend to the team: creating a culture where people feel supported, heard, and empowered to face challenges with confidence.

Alongside resilience, I believe empathy and clear communication are key. Understanding your team’s needs, building trust, and creating space for open dialogue helps foster a strong, united workplace. Finally, vision is critical—especially when leading two distinct properties. You need to keep your teams aligned around a shared purpose while encouraging innovation and pride in delivering an exceptional, locally rooted guest experience.

I love sharing Iceland’s history of fighting for equality and independence—it’s a cornerstone of who we are. Our journey from a small, isolated island to a modern, innovative nation speaks volumes about the resilience and entrepreneurial spirit of the Icelandic people.

One of the most meaningful stories I tell is actually from my own family. The Iceland Parliament Hotel now stands where the Old Ladies’ School once operated—a school that greatly improved the educational opportunities available to young Icelandic women. My great-grandmother, Hólmfríður Þórðardóttir, traveled from Svartárkot, a small farm in the Bárðardalur valley in Iceland’s remote highlands, all the way to Reykjavik in the early 1900s. She made the long journey with her father to attend the school—an extraordinary act for a young woman at that time. She walked the same halls our guests do today, becoming one of the first women in Iceland to receive a formal education with a structured curriculum. Not only that—she excelled: she was elevated a year, skipped a full grade, and finished at the top of her class.

I sadly never got to meet her, as she passed away exactly one year before I was born—but her story lives on through our hotel and through me. Sharing her journey is not only a tribute to her courage but also a reflection of the values Iceland continues to stand for: resilience, education, independence, and progress. I am so proud to be her great-granddaughter.

One of my favorite hidden gems is the little footbath out by Grótta, on the tip of the Seltjarnarnes peninsula. It’s a peaceful spot where you can soak your feet in warm geothermal water while taking in views of the ocean, mountains, and often a stunning sunset—it’s simple, serene, and very Icelandic.

I also always tell guests: if you want to meet locals, go to the swimming pools. Places like Sundhöllin or Vesturbæjarlaug are where real community life happens—you’ll see friends catching up in the hot tubs, kids playing, and people of all ages enjoying the water, no matter the weather. And what makes Reykjavik so special is that you don’t have to go far to feel like you’re in the wild: drive just 20 minutes in almost any direction, and you’ll find yourself surrounded by nature—lava fields, mountains, geothermal areas. It’s the perfect balance of urban charm and natural beauty.

For me, leadership starts with being personal. I make it a priority to truly know my team—understand who they are, what drives them, and where they want to go professionally. I want to see each individual succeed, and I see my role as someone who facilitates that journey. Whether it’s providing opportunities for growth, encouraging new ideas, or simply being available for support, I lead through service—that’s really at my core.

When people feel seen and supported, they’re more confident to take initiative, think creatively, and contribute beyond their job description. I believe innovation thrives in environments where people feel valued and trusted, and that’s the culture I work to create every day.

Luxury in Iceland is increasingly about authenticity, sustainability, and meaningful experience. My vision is to lead in these areas—offering unforgettable stays that are environmentally responsible and culturally rich. We want to continue pushing boundaries while staying deeply connected to Icelandic values and nature.

In a land defined by extremes, Helga Björk Jósefsdóttir stands as a beacon of thoughtful leadership, blending Icelandic legacy with modern luxury. Her commitment to culture, innovation, and team empowerment elevates the experience at both the Iceland Parliament Hotel and Reykjavik Konsulat Hotel. Through every curated detail and heartfelt story, she invites travelers not just to visit Iceland—but to feel it.