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Iceland's First Cascading Waterfall Lagoon Has a Hot Spring, Swim-up Bar, and Mountain Views
This summer, a new wellness venue, Laugarás Lagoon, will open its doors to those looking to enjoy the variety of water-based experiences in Iceland.
Located in the southern part of the country, and approximately an hour outside of Reykjavík, the new wellness center is home to a variety of activities including what the property calls the 'first cascading waterfall lagoon opening on The Golden Circle."
From a hot spring, swim-up bar, on-site spa, and relaxing areas of lounging or sitting, the Laugarás Lagoon says it offers tranquility and peace with tons of areas for relaxation. "Bathe among a breathtaking landscape. Nestled among the mountains and overlooking the Hvítá River, the exquisite two-story lagoon envelopes guests in its warm geothermal water, perfectly balanced with the landscape," the website shares.
The new Lagoon is accompanied by a restaurant which can accommodate over 80 diners, that has an Icelandic-themed menu curated from locally sourced ingredients under the helm of chef Gísli Matt. "This is cooking rooted in tradition but shaped by modern techniques, with many dishes prepared over open fire. Every element focuses on sustainability: fermentation and preservation minimize waste while supporting nearby farmers and producers in a circular food system that respects the land," the company told Travel + Leisure in a press release.
While there is no official open date set, a spokesperson for the Lagoon shared a target date of midsummer, and travelers can make reservations starting Aug. 15.
The new lagoon will have packages ranging from ISK 6,900 (approximately $56.34) to ISK 15,900 (or approximately $130.39). The standard admission provides unlimited access to the wellness, as well as a changing room, where the premium offering includes a two-course meal at the restaurant.
Iceland has long been a popular destination among wellness travelers and outdoor enthusiasts. The Blue Lagoon geothermal spa was previously ranked as the most relaxing tourism attraction in the world, in 2023 and T+L contributor Rachel Chang reported that Sky Lagoon is a lesser-known gem in the country.
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Travel + Leisure
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- Travel + Leisure
I Solo Traveled to Ibiza, and I Regret Not Bringing These 9 Essentials for Comfort and Security—From $8
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Yahoo
a day ago
- Yahoo
Hardest Geezer completes relay run across Iceland
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Forbes
2 days ago
- Forbes
Credit Card Perks 2.0: Experiences, Sustainability And Perks Win Gen Z
Consumers love perks. From complimentary airport lounge access to surprise free drinks at their neighborhood bar, the promise of value fuels loyalty – or at least drives usage. But the next generation of credit card perks and loyalty is evolving quickly, blending data, travel benefits, and everyday savings into interconnected ecosystems designed as much around breakage as around generosity. Younger generations are about twice as likely to value sustainability in the card ecosystem. 'There are really two swim lanes with card loyalty,' explained Marc Butterfield, Senior Vice President at FNBO, when we spoke recently. 'One is you provide the loyalty directly as the card issuer, and the other is you augment it and enhance it with another brand.' FNBO, the 15th largest card issuer in the U.S., often partners with brands like Universal Studios to enhance loyalty. For example, Universal cardholders receive perks like 10% off food and merchandise and lounge access at its parks. 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'If I book directly through American Airlines, it's 2x points,' Butterfield explained. 'If I book through Chase Travel, it's 5x. They're trying to funnel me to their site.' Capital One is taking a slightly different tack by betting on data. Its Capital One Shopping browser extension isn't limited to cardholders. It offers discount codes and savings suggestions to any user who installs it, creating immediate value in exchange for shopping data. 'They see value in the shopping data,' said Butterfield. 'My wife uses it all the time. She gets value out of it and doesn't care about the data tradeoff. That's the main layer on the shopping side: are you enhancing the shopping experience mainly by saving me money?' This approach creates a loyalty halo even before consumers become cardholders. And once they do, they receive deeper benefits within the Capital One Shopping ecosystem. Butterfield believes Capital One is best-in-class here: 'They're really good at enhancing the shopping experience.' The third leg of modern perks strategies focuses on experiences. Mastercard offers 'Priceless' experiences ranging from concert tickets to culinary tours. Visa activates its Olympic and World Cup sponsorships for cardholders. American Express curates exclusive events, from NBA All-Star weekends to private concerts. Yet Butterfield is clear-eyed about the limitations of such high-profile perks. 'It's neat to talk about from a promotional standpoint,' he said. 'But there's not a lot of engagement or real loyalty there compared to everyday perks. I'm always using DoorDash, but how often am I going to the Super Bowl?' Indeed, the future of experiential loyalty may lie closer to home. Recent Bilt innovations, for example, focus on neighborhood-based loyalty, providing complimentary espresso martinis or local comedy show tickets to residents living in its networked apartment communities. The lesson: experiences that feel attainable build stickier loyalty than once-in-a-lifetime events alone. While many credit card perks focus on value and aspirational luxury, younger consumers may soon prompt credit card issuers' adopt a more nuanced strategy to accommodate the different priorities of younger spenders. A recent survey from found that nearly 60% of Gen Z cardholders say sustainability is highly important when choosing a credit card, nearly double the rate of Gen X and boomers. For these younger consumers, a card's environmental footprint can be just as important as its APR or rewards structure- at least for now. "Right now, as Gen Z becomes financial grownups, they see spending as a form of self-expression," said Bobbi Rebell, CFP® and personal finance expert at "They're looking for products that align with their values. They want to virtue signal to their peers with their financial decisions, and that will demand the attention of card issuers." This shift may influence how future perks are designed, with green rewards, sustainable materials, or charitable tie-ins becoming more prominent. Butterfield sees the entire category shifting toward ecosystem thinking. 'Large issuers are trying to control the ecosystem,' he said. 'It's not just about points anymore. It's about making the card central to shopping, travel, dining, and entertainment.' That means broadening benefits while driving consumers toward issuer-controlled platforms. Chase, for instance, requires consumers to book through Chase Travel to access 5x point multipliers, capturing merchant fees, travel agency commissions, and card loyalty all in one funnel. Meanwhile, Capital One uses data to personalize savings and merchant targeting, with direct credit card benefits layered on top. The next generation of credit card loyalty will balance value creation with strategic margin capture. Consumers will continue to seek value – both everyday savings and aspirational experiences. Issuers will continue to seek breakage, spend concentration, and ecosystem control. In the words of Butterfield: 'People think they're getting value, and they are – but the issuer is getting value too. That's the future of credit card perks.'
