Younger British men drive rise in beauty tourism, KAYAK finds

KAYAK research shows younger British men are more likely than women to consider traveling abroad for cosmetic treatments, with 57% of surveyed Gen Z and Millennial men saying they have taken or would consider such a trip. The trend could reshape how travel brands package and price beauty-focused trips, especially as nearly one in four respondents is already researching one.

Why it matters: - Beauty treatments are becoming part of the holiday decision for a growing share of younger British men. - The trend could boost demand for travel packages that bundle flights, hotels and cosmetic procedures. - KAYAK’s findings suggest price-sensitive travelers are looking overseas for treatments they see as less affordable in the UK.

What happened: - KAYAK released research showing younger British men are leading interest in beauty tourism. - 57% of surveyed Gen Z and Millennial men said they have taken, or would consider taking, a trip abroad for cosmetic treatments. - Nearly one in four, or 24%, said they are currently researching an overseas trip for cosmetic procedures.

The details: - Men traveling for cosmetic treatments also want travel perks tied to the trip. - 39% of male respondents said they would value discounts on treatments most in a loyalty program. - 38% chose hotel room upgrades, 30% chose airline miles and 25% chose discounts on skincare products. - KAYAK compared average 2026 flight and accommodation prices for destinations associated with aesthetic and cosmetic services. - Turkey averaged £228 for flights and £99 for accommodation. - South Korea averaged £752 for flights and £87 for accommodation. - Hungary averaged £202 for flights and £107 for accommodation. - The Czech Republic averaged £137 for flights and £85 for accommodation. - Poland averaged £134 for flights and £73 for accommodation. - Croatia averaged £161 for flights and £120 for accommodation. - Spain averaged £130 for flights and £123 for accommodation. - Brazil averaged £1,016 for flights and £81 for accommodation. - Mexico averaged £834 for flights and £186 for accommodation. - Thailand averaged £701 for flights and £60 for accommodation. - Rachel Mumford, UK Travel Expert at KAYAK, said younger travelers are increasingly choosing purpose-driven trips that include beauty treatments. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding. - The survey was conducted online by WALR among 2,029 people in the UK. - Fieldwork ran from October 1 to October 8, 2025. - The research followed MRS and ESOMAR guidelines. - Flight and accommodation price data came from KAYAK.co.uk and associated brands between March 1, 2026 and June 30, 2026, for travel from March 1, 2026 to February 28, 2027. - Flight prices reflect average return economy fares from anywhere in the UK. - Accommodation prices reflect average one-night stays in a double room. - Prices may vary and may no longer be available.

Between the lines: - The research points to a broader shift in how some younger travelers define a holiday, with medical or cosmetic services becoming part of the trip itself. - The interest is strong, but not universal. - 27% of respondents said traveling abroad for a beauty treatment has never crossed their mind. - 9% of male respondents said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - 3% said they would stay in the UK even if the treatment costs more.

What's next: - KAYAK appears positioned to benefit if more travelers start comparing cosmetic treatment costs alongside fares and hotel prices. - Destinations already familiar to British holidaymakers, including Turkey, Hungary and Thailand, may continue to attract beauty-focused travelers. - Travel brands may respond with more bundled offers, loyalty rewards and destination comparisons for treatment-led trips.

The bottom line: - Younger British men are helping turn beauty tourism into a mainstream travel niche, and KAYAK’s data shows price, convenience and trip perks are driving the shift.