Younger British men drive beauty tourism trend, KAYAK finds

New KAYAK research finds younger British men are more likely than women to consider traveling abroad for cosmetic treatments they see as less affordable at home. The trend is strongest among Gen Z and millennials, with nearly one in four already researching a trip overseas.

Why it matters: - Beauty treatments are becoming part of holiday planning for a growing share of younger British men. - The trend could reshape demand for travel packages, hotels and loyalty perks tied to cosmetic procedures. - Price pressure at home is pushing some travelers to compare treatment costs with flight and accommodation costs abroad.

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. - Nearly one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The research also found younger British men are more open than women to traveling abroad for treatments they view as less affordable in the UK. - The findings were released July 22, 2026.

The details: - When asked what they would value most in a loyalty program for cosmetic travel, 39% of male travelers chose discounts on treatments. - Hotel room upgrades ranked next at 38%. - Airline miles followed at 30%. - Discounts on skincare products came in at 25%. - KAYAK compared average flight and accommodation prices across 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. - The 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. - Rachel Mumford, UK Travel Expert at KAYAK, said travel has become more purpose-driven and now includes beauty treatments for many younger travelers. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding. - The consumer research was based on an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork ran from Oct. 1 to Oct. 8, 2025. - The survey followed MRS and ESOMAR guidelines. - The price comparisons were based on searches made on KAYAK.co.uk and associated brands from March 1, 2026 to 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.

Between the lines: - The appeal of beauty tourism is not just lower treatment costs; British men are also weighing the full trip experience, including hotel upgrades and airline rewards. - A meaningful minority still has reservations, which suggests the market is growing but not universal. - 27% of respondents said traveling abroad for a beauty treatment had 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 it cost more. - Popular holiday destinations such as Turkey, Hungary and Thailand are already among the countries linked to beauty tourism, which may make the trend easier to adopt.

What's next: - KAYAK's data suggests more travelers may start comparing cosmetic treatment destinations the same way they compare flight and hotel prices. - If interest continues to grow, travel brands and clinics abroad may have more reason to bundle procedures with lodging and loyalty perks. - The full report is available in KAYAK's announcement.