In a country defined by elemental power and tranquil stillness, Umi Hotel stands as a rare retreat, where luxury whispers rather than shouts, and hospitality is deeply personal. Located along Iceland’s majestic southern coast, Umi offers more than a place to stay; it offers a way to feel. At the heart of this philosophy is General Manager Anna Kruczek, whose global hospitality experience and deep love for Iceland’s rugged beauty have shaped Umi into a haven of authenticity, warmth, and thoughtful service. We sat down with Anna to learn more about her journey, her leadership, and her vision for boutique luxury at the edge of the world.

Every leader has a unique journey. What experiences shaped your career path and led you to your current role at Umi Hotel?

Our journey has been shaped by a combination of extensive travel and a deep-rooted passion for hospitality. Over the past 15 years, we’ve had the privilege of working in various roles across the hospitality industry, giving us a comprehensive understanding of what it takes to create exceptional guest experiences.

How does the landscape around Umi- glaciers, black sand beaches, volcanoes – inspire your property’s philosophy and service?

The stunning landscape around Umi Hotel, with its glaciers, black sand beaches, and volcanoes, deeply inspires our philosophy and service. We bring nature into our offerings by using locally sourced ingredients in our cuisine and providing guests the opportunity to do a cold plunge in the river behind our wellness area. This connection to the land enhances the authenticity and beauty of our guest experience.

How does being located away from the bustle of Reykjavik shape your approach to hospitality?

As a countryside hotel, our operations differ significantly from those in the capital area, especially during winter when snowstorms and road closures are common. We often begin our service well before guests arrive at Umi Hotel, providing them with updates on road conditions and potential closures. We are dedicated to ensuring our guests’ safe and comfortable travel to and from Umi Hotel. Our team works diligently to clear snow from the roads and assist with any vehicle issues, including towing cars that are stuck in the snow.

What makes Umi Hotel unique compared to other Icelandic accommodations?

It’s definitely our staff. We are always here for our guests, ready to assist with every small problem they might have. Whether it’s fixing a broken shoe or arranging a helicopter for the next morning, our team is dedicated to providing exceptional service and ensuring that every guest’s needs are met.

How do you integrate sustainability and respect for Iceland’s fragile environment into the hotel’s operations?

We prioritise using locally sourced ingredients in our cuisine to reduce our carbon footprint and support local farmers. Our hotel also implements energy-efficient practices and uses renewable energy sources to minimise environmental impact. Additionally, we encourage guests to engage in eco-friendly activities and provide information on how to explore the natural surroundings responsibly. This commitment to sustainability ensures that we protect the beautiful landscapes that make Iceland so unique.

What do you believe travellers are seeking today when they come to Iceland, and how does Umi deliver on those dreams?

Travellers today are craving meaningful connection—to nature, to stillness, and to authenticity. They come for isolation, northern lights, hiking, and hot springs—and at UMI, they find all of that. It’s a space to truly disconnect from the noise of daily life.

How do you create a sense of warmth and welcome amid the remote and wild surroundings?

From the first smile that greets guests as they enter the hotel to taking their wet clothes to the drying room, we ensure their comfort. We ask about their day with genuine interest, and if they are cold, we offer them a warm tea with honey and lemon.

What is your personal connection to Iceland’s landscape and culture and how does it influence your leadership?

After over a decade in Iceland, this land has become my second home. I’ve adapted to the local rhythm and values, which has positively influenced both my personal and professional life. It’s helped me create a leadership style rooted in resilience, respect, and genuine hospitality.

What has been your proudest achievement as GM of Umi Hotel so far?

My proudest achievement as the General Manager of Umi Hotel has been creating a dedicated and long-term staff. Despite the challenges of our remote location, where the nearest shop is an hour’s drive away, we have managed to foster a special atmosphere that our guests truly appreciate. This unique environment is a direct result of our team’s commitment and loyalty, which has been instrumental in making UMI Hotel a memorable destination.

How do you see the future of boutique luxury evolving in remote destinations like Southern Iceland?

While the potential for increased luxury in southern Iceland is undeniable, it’s crucial to balance development with preservation. The raw, untouched beauty of the region is what makes it unique and appealing. As boutique luxury evolves, it should focus on enhancing the guest experience without compromising the natural charm and limited accommodations that make the area special. Sustainable practices and thoughtful design will be key in maintaining the delicate balance between luxury and the pristine environment.

At Umi Hotel, luxury is not about opulence—it’s about authenticity, intimacy, and reverence for nature. Under Anna Kruczek’s leadership, this quiet sanctuary on Iceland’s southern coast has become a reflection of her values: resilience, care, and connection. In a land where light never fades in summer and silence speaks louder than words, UMI is more than a destination—it’s a feeling, and one that lingers long after you leave.