Younger British men are driving a rise in beauty tourism

KAYAK research finds younger British men are more open than women to 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 leisure travel as treatment cost, destination choice and hotel perks become part of the beauty-tourism decision.

Why it matters: - Beauty tourism is moving from a niche idea to a travel consideration for younger British men. - The trend ties cosmetic procedures to vacation planning, which could influence where travelers go and how they book trips. - KAYAK’s findings suggest affordability gaps at home are pushing some consumers to look abroad for treatments.

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 overseas for beauty treatments. - Nearly one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The survey points to younger British men as the leading group behind the trend.

The details: - When asked what they would value most from a loyalty program for cosmetic travel, 39% of men chose discounts on treatments. - Hotel room upgrades came next at 38%. - Airline miles were selected by 30% of respondents. - Discounts on skincare products were chosen by 25%. - KAYAK compared average flight and accommodation prices across countries known for aesthetic and cosmetic services. - Turkey showed an average 2026 flight price of £228 and accommodation price of £99. - South Korea showed an average 2026 flight price of £752 and accommodation price of £87. - Hungary showed an average 2026 flight price of £202 and accommodation price of £107. - The Czech Republic showed an average 2026 flight price of £137 and accommodation price of £85. - Poland showed an average 2026 flight price of £134 and accommodation price of £73. - Croatia showed an average 2026 flight price of £161 and accommodation price of £120. - Spain showed an average 2026 flight price of £130 and accommodation price of £123. - Brazil showed an average 2026 flight price of £1,016 and accommodation price of £81. - Mexico showed an average 2026 flight price of £834 and accommodation price of £186. - Thailand showed an average 2026 flight price of £701 and accommodation price of £60. - Rachel Mumford, UK travel expert at KAYAK, said younger travelers are increasingly taking a purpose-driven approach to travel that can include beauty treatments abroad. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding.

Between the lines: - Destinations already popular with British holidaymakers, including Turkey, Hungary and Thailand, are also among the countries linked with beauty tourism. - The pricing data suggests some destinations may look attractive not only for treatment costs, but also for overall trip value. - The survey also shows a meaningful share of men are not yet engaged with the idea, which could slow adoption.

What's next: - KAYAK’s data points to continued growth in beauty-focused travel planning among younger consumers. - The research suggests travel brands, airlines and hotels may see demand for bundled offers that combine treatment, lodging and travel perks. - Some travelers will still opt to stay in the UK if comfort, language barriers or cost concerns outweigh the savings abroad.

The bottom line: - For a growing share of younger British men, cosmetic treatment is becoming part of the holiday itself rather than a separate decision.