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 that feel too expensive at home. The survey points to growing demand for beauty-focused trips, while also showing some travelers still have reservations about going overseas for procedures.

Why it matters: - Beauty treatments are becoming part of the holiday decision for younger British men, pointing to a new kind of travel demand. - The trend could shift how airlines, hotels and destinations package trips around cosmetic procedures and add-on perks. - KAYAK’s research suggests price pressure at home is pushing some travelers to look abroad for treatment options.

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 of those men, 24%, are currently researching an overseas trip for cosmetic procedures. - The findings show younger British men are more open than women to beauty tourism, according to the research.

The details: - When asked what they would value most in a loyalty programme for cosmetic travel, 39% of male travelers chose discounts on treatments. - Hotel room upgrades came next at 38%. - Airline miles followed at 30%. - Discounts on skincare products ranked at 25%. - KAYAK also compared average 2026 flight and accommodation prices across countries associated with aesthetic and cosmetic services. - Turkey showed an average 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 increasingly purpose-driven and now includes trips abroad for beauty treatments for many younger travelers. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place so they can understand the full cost before deciding. - The consumer research was based on an online survey of 2,029 people in the UK. - WALR conducted the fieldwork from Oct. 1 to Oct. 8, 2025, following MRS and ESOMAR guidelines. - 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 fares in economy class departing from anywhere in the UK. - Accommodation prices were average rates for one night in a double room. - KAYAK noted prices may vary and may no longer be available.

Between the lines: - The data suggests beauty tourism is moving from a niche habit to a more mainstream travel consideration among younger men. - The loyalty-program findings also show this behavior is not just about the procedure itself; travelers are thinking about the entire trip experience. - Reservations remain a meaningful barrier, especially around language comfort and whether to pay more to stay in the UK.

What's next: - KAYAK’s findings could encourage travel providers to market cosmetic-travel bundles, treatment discounts and premium trip add-ons more directly to younger men. - Destinations already popular with British holidaymakers may continue to compete for travelers weighing treatment costs against trip prices. - More travelers may start comparing not just medical or cosmetic prices, but total trip costs before booking.