Younger British men drive rising beauty tourism interest, KAYAK finds

KAYAK research says younger British men are more likely than women to consider travelling abroad for cosmetic treatments, with 57% of Gen Z and Millennial men open to the idea. The findings suggest beauty travel is becoming part of holiday planning, with Turkey, Hungary and Thailand among the destinations linked to the trend.

Why it matters: - Beauty tourism is moving from a niche idea to part of mainstream holiday planning for younger British men. - The trend could shift how travellers compare destinations, since treatment cost, flights and hotels now matter together. - KAYAK’s research suggests younger men are a growing audience for cross-border cosmetic travel.

What happened: - KAYAK research found that 57% of surveyed Gen Z and Millennial men in the UK have taken, or would consider taking, a trip abroad for beauty treatments they see as less affordable at home. - Almost one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The research indicates younger British men are more open than women to beauty travel. - KAYAK released the findings on July 22, 2026.

The details: - Among male travellers, 39% said the most valuable loyalty benefit would be discounts on treatments. - Hotel room upgrades ranked 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 averaged £228 for flights and £99 for accommodation. - South Korea averaged £752 for flights and £87 for accommodation. - Hungary averaged £202 for flights and £107 for accommodation. - The Czech Republic averaged £137 for flights and £85 for accommodation. - Poland averaged £134 for flights and £73 for accommodation. - Croatia averaged £161 for flights and £120 for accommodation. - Spain averaged £130 for flights and £123 for accommodation. - Brazil averaged £1,016 for flights and £81 for accommodation. - Mexico averaged £834 for flights and £186 for accommodation. - Thailand averaged £701 for flights and £60 for accommodation. - KAYAK’s UK Travel Expert Rachel Mumford said travel has become increasingly purpose-driven, and for many younger travellers that includes travelling abroad for beauty treatments. - Mumford said KAYAK helps travellers compare flights, accommodation and destinations in one place to understand the full cost of a trip before deciding. - The survey was conducted online by WALR among 2,029 people in the UK. - Fieldwork took place from October 1 to October 8, 2025. - The research followed MRS and ESOMAR guidelines. - The price analysis used 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. - Flight prices are average return economy fares departing from anywhere in the UK. - Accommodation prices are average rates for one night in a double room. - Prices may vary and may no longer be available.

Between the lines: - Beauty travel is being framed less as a medical decision and more as a bundled lifestyle purchase. - The mix of interest in treatment discounts, hotel upgrades and airline miles suggests travellers want the full trip experience, not just the procedure. - Reservations still remain, which suggests the market is growing but not universal. - 27% of respondents said travelling abroad for a beauty treatment has 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 choose to stay in the UK despite the higher cost.

What’s next: - KAYAK’s findings point to continued demand for destination comparisons that combine treatment, travel and lodging costs. - Destinations already popular with British holidaymakers, including Turkey, Hungary and Thailand, may keep benefiting as beauty tourism grows. - The travel search engine’s positioning suggests more consumers may start planning cosmetic travel the same way they plan regular holidays.

The bottom line: - Younger British men are turning beauty treatments into a travel category, and KAYAK’s data suggests cost-conscious destination shopping is becoming part of that decision.