Younger British men are driving beauty tourism demand, KAYAK finds

KAYAK research shows younger British men are more likely than women to consider traveling abroad for cosmetic procedures, with 57% of surveyed Gen Z and Millennial men open to the idea. The findings point to a growing travel trend that blends holidays, treatments and price shopping across destinations such as Turkey, Hungary and Thailand.

Why it matters: - Beauty treatments are becoming part of the holiday decision for some younger British men. - The trend could shift demand toward destinations that combine cosmetic services with lower travel and treatment costs. - KAYAK’s findings also show how travel planning is moving beyond flights and hotels to include purpose-driven trips.

What happened: - KAYAK research found that 57% of surveyed Gen Z and Millennial men in the UK have either taken, or would consider taking, a trip abroad for a beauty treatment they see as less affordable at home. - Nearly one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The survey also found that 27% of respondents said traveling abroad for a beauty treatment had never crossed their mind. - The research was based on an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork took place from Oct. 1 to Oct. 8, 2025.

The details: - Among male travelers, 39% chose discounts on treatments as the most valuable loyalty-program perk for cosmetic travel. - Hotel room upgrades followed at 38%. - Airline miles ranked third at 30%. - Discounts on skincare products came in at 25%. - 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 despite the higher cost. - KAYAK compared average 2026 flight and accommodation prices across countries known for aesthetic and cosmetic services. - Turkey: average flight price £228; average accommodation price £99. - South Korea: average flight price £752; average accommodation price £87. - Hungary: average flight price £202; average accommodation price £107. - Czech Republic: average flight price £137; average accommodation price £85. - Poland: average flight price £134; average accommodation price £73. - Croatia: average flight price £161; average accommodation price £120. - Spain: average flight price £130; average accommodation price £123. - Brazil: average flight price £1,016; average accommodation price £81. - Mexico: average flight price £834; average accommodation price £186. - Thailand: average flight price £701; average accommodation price £60. - The price analysis was based on searches made on KAYAK.co.uk and associated brands between March 1, 2026 and June 30, 2026 for travel between March 1, 2026 and Feb. 28, 2027. - Flight prices were average return economy fares departing from anywhere in the UK. - Accommodation prices were average prices for one night in a double room. - Prices may vary and may no longer be available. - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven for younger travelers, including trips for beauty treatments. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding.

Between the lines: - The data suggests cosmetic travel is emerging as a niche but growing part of the broader wellness and leisure market. - Younger men appear more willing than women in the survey to treat beauty procedures as part of a trip rather than a standalone medical expense. - The low-cost destinations in Europe and Asia are likely to remain attractive because travelers are weighing both treatment prices and travel costs.

What's next: - KAYAK’s comparison tools may make it easier for travelers to price out cosmetic trips and compare destination options. - Interest could continue to rise if treatment costs remain higher in the UK than in popular overseas markets. - More travel brands may start packaging beauty-focused trips around flights, stays and treatment discounts.