Younger British men are driving a rise in beauty tourism, KAYAK finds

KAYAK research shows younger British men are more likely than women to consider traveling abroad for cosmetic treatments they see as less affordable at home. The findings point to a growing overlap between holidays and health-and-beauty spending, with men also showing interest in travel perks tied to treatment trips.

Why it matters: - Beauty tourism is shifting from a niche trend to a broader travel category, with younger British men helping drive demand. - The trend could influence how travelers compare destinations, costs and add-on perks before booking trips abroad. - KAYAK’s findings suggest price pressure on cosmetic treatments in the UK is pushing some consumers to look overseas.

What happened: - KAYAK research found 57% of surveyed Gen Z and Millennial men in the UK have either taken, or would consider taking, a trip abroad for beauty treatments. - Almost one in four, 24%, are currently researching an overseas trip for cosmetic procedures. - The survey was conducted online by WALR among 2,029 people in the UK. - Fieldwork took place from Oct. 1 to Oct. 8, 2025.

The details: - When asked what they would most value from a loyalty program for cosmetic travel, 39% of men chose discounts on treatments. - Hotel room upgrades followed at 38%. - Airline miles ranked third at 30%. - Discounts on skincare products came in at 25%. - KAYAK compared average flight and accommodation prices for countries associated with aesthetic and cosmetic services. - Turkey showed an average 2026 flight price of £228 and accommodation at £99. - South Korea showed an average flight price of £752 and accommodation at £87. - Hungary showed an average flight price of £202 and accommodation at £107. - Czech Republic showed an average flight price of £137 and accommodation at £85. - Poland showed an average flight price of £134 and accommodation at £73. - Croatia showed an average flight price of £161 and accommodation at £120. - Spain showed an average flight price of £130 and accommodation at £123. - Brazil showed an average flight price of £1,016 and accommodation at £81. - Mexico showed an average flight price of £834 and accommodation at £186. - Thailand showed an average flight price of £701 and accommodation at £60. - The price comparison used KAYAK.co.uk and associated brands searches made between March 1, 2026 and June 30, 2026 for travel dates from March 1, 2026 to Feb. 28, 2027. - Flight prices were average return fares in economy class departing from anywhere in the UK. - Accommodation prices were average rates for one night in a double room. - Prices may vary and may no longer be available.

Between the lines: - The data suggests cosmetic procedures are increasingly being treated as part of the trip itself, not just the reason for traveling. - The strongest interest appears among younger men, pointing to a shift in who is driving demand for beauty-related travel. - KAYAK UK Travel Expert Rachel Mumford said travel has become more purpose-driven for younger travelers and now includes beauty treatments abroad. - Mumford added that KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding. - Not all respondents are on board: 27% said traveling abroad for a beauty treatment had never crossed their mind. - Another 9% of male respondents said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - A further 3% said they would stay in the UK despite the higher cost.

What's next: - KAYAK’s data points to continued growth in destination-shopping for cosmetic treatment trips, especially where lower treatment costs offset travel expenses. - Travelers weighing these trips are likely to focus on total trip cost, treatment price and comfort factors such as language and destination familiarity. - Destinations already popular with British holidaymakers may keep benefiting if they can bundle beauty services with value-oriented travel offers. - KAYAK’s corporate travel and consumer platforms are positioned to capture more comparison-based planning if beauty tourism keeps expanding.