Younger British men are driving beauty tourism, KAYAK finds

KAYAK research says Gen Z and Millennial British men are more likely than women to consider traveling abroad for cosmetic procedures, with 57% saying they have taken or would consider such a trip. The trend could reshape how travelers choose destinations, packages and loyalty perks as beauty treatments become part of the holiday itself.

Why it matters: - Beauty tourism is moving from a niche idea to a travel consideration for younger British men. - The trend matters because it links cosmetic care with international travel, changing what travelers want from flights, hotels and loyalty rewards. - KAYAK says travel has become more purpose-driven, and beauty treatments are part of that shift for many younger travelers.

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 beauty treatments they see as less affordable at home. - Almost one in four men surveyed, or 24%, are currently researching an overseas trip for cosmetic procedures. - KAYAK released the findings on July 22, 2026. - The survey covered 2,029 people in the UK and was fielded by WALR between October 1 and October 8, 2025.

The details: - Among male travelers interested in cosmetic travel, 39% said discounts on treatments would matter most in a loyalty program. - Hotel room upgrades followed at 38%. - Airline miles ranked 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 2026 flight price of £752 and accommodation at £87. - Hungary showed an average 2026 flight price of £202 and accommodation at £107. - The Czech Republic showed an average 2026 flight price of £137 and accommodation at £85. - Poland showed an average 2026 flight price of £134 and accommodation at £73. - Croatia showed an average 2026 flight price of £161 and accommodation at £120. - Spain showed an average 2026 flight price of £130 and accommodation at £123. - Brazil showed an average 2026 flight price of £1,016 and accommodation at £81. - Mexico showed an average 2026 flight price of £834 and accommodation at £186. - Thailand showed an average 2026 flight price of £701 and accommodation at £60. - KAYAK said the price data came from flight and accommodation searches on KAYAK.co.uk and associated brands between March 1, 2026 and June 30, 2026, for travel between March 1, 2026 and February 28, 2027. - The flight figures are average return fares in economy class departing from anywhere in the UK. - The accommodation figures are average prices for one night in a double room. - KAYAK noted that prices may vary and may no longer be available.

Between the lines: - Younger men appear to be turning cosmetic procedures into part of the travel experience, not just the reason for the trip. - That creates an opening for destinations, airlines and hotels to bundle treatment, comfort and perks into one purchase decision. - The research also suggests there is still a comfort gap, even among interested travelers. - Twenty-seven percent of respondents said the idea of traveling abroad for a beauty treatment had never crossed their mind. - Nine percent of male respondents said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - Three percent said they would rather stay in the UK despite the higher cost. - Rachel Mumford, UK travel expert at KAYAK, said younger travelers increasingly want travel with a purpose, including beauty treatments abroad.

What's next: - KAYAK is positioning its search tools as a way for travelers to compare the full cost of cosmetic trips before booking. - As interest grows, destinations popular with British holidaymakers, including Turkey, Hungary and Thailand, may see more demand tied to beauty tourism. - Travel brands may increasingly compete on treatment discounts, hotel upgrades and other add-ons rather than flights alone.

The bottom line: - KAYAK’s data suggests beauty tourism is becoming a real travel category for younger British men, with price, convenience and perks shaping where they go and whether they go at all.