We landed in Reykjavik after an overnight flight from JFK and headed straight for the Blue Lagoon. If you are only in Iceland for a few days (or even a week), the location of the Blue Lagoon relative to the airport (40 minute drive) is very convenient so it is a perfect place to spend a few hours after arriving, particularly if you came in off of an overnight flight and it is too early to check in to your hotel.
If you go to the website for the Blue Lagoon you will see that they try and sell you on a bunch of different entrance packages. We just did the standard entry and paid an extra $5 euro to rent a towel. All the add ones for mask scrubs and skin care didn't seem very necessary given there were buckets of the facial mud throughout the lagoon that you could use for free. The towel (and maybe a bathrobe) are good add-ons, but everything else seemed a bit unnecessary, and food and drinks can all be purchased a la carte.
There was no line when we arrived so booking online in advance wasn't really necessary for us (although it does save a few dollars), but when we left there was actually a long enough line that would warrant pre-purchasing your tickets given you have a separate expedited line.
The Lagoon itself was beautiful, romantic, and the perfect spot to rejuvenate after an overnight flight. We spent roughly 2 hours there, got showered, and drove into Reyjkavik (45 minutes or so) to get checked into our hotel. Given the location of the Blue Lagoon it didn't geographically fit into any of our other day trips, so doing in conjunction with your flight arrival is the best idea.
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