Younger British men are driving beauty tourism interest, KAYAK finds

KAYAK research shows Gen Z and Millennial British men are more likely than women to consider traveling abroad for cosmetic treatments, with 24% already researching a trip. The trend points to a growing overlap between travel and beauty spending, especially as some treatments remain cheaper overseas.

Why it matters: - Younger British men are helping turn cosmetic procedures into a travel decision, not just a beauty purchase. - The trend could shift how airlines, hotels and travel platforms package destinations with treatment options. - Price sensitivity is a major driver, with respondents looking abroad for treatments they see as less affordable in the UK.

What happened: - KAYAK research found 57% of surveyed Gen Z and Millennial British men have either taken, or would consider taking, a trip abroad for beauty treatments. - Nearly one in four men, or 24%, are currently researching an overseas cosmetic procedure trip. - The findings are based on an online survey of 2,029 people in the UK conducted by WALR between Oct. 1 and Oct. 8, 2025.

The details: - Among male travelers, 39% would value discounts on treatments most in a loyalty program for cosmetic travel. - 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 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. - The pricing data is based on searches on KAYAK.co.uk and related brands between March 1, 2026 and June 30, 2026 for travel between March 1, 2026 and Feb. 28, 2027. - Flight prices reflect average return economy fares departing from anywhere in the UK. - Accommodation prices reflect an average of one night in a double room. - KAYAK said prices may vary and may no longer be available.

Between the lines: - The data suggests beauty tourism is becoming part of a broader “experience economy” for younger travelers. - The strongest interest comes from men who see treatment, travel and hotel perks as one combined trip. - The research also shows a practical barrier: some travelers still have concerns about language, comfort and staying close to home. - Rachel Mumford, UK Travel Expert at KAYAK, said travel has become increasingly purpose-driven and now includes beauty treatments for many younger travelers. - KAYAK said its comparison tools help travelers understand the full cost of a trip before deciding.

What’s next: - Interest in overseas cosmetic travel may keep growing if treatment prices remain lower in key destinations than in the UK. - Travel brands could face more demand for packages that bundle flights, hotels and procedure planning. - Some respondents still show resistance: 27% said the idea of traveling abroad for a beauty treatment had never crossed their mind. - Another 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 despite the higher cost.

The bottom line: - Beauty tourism is no longer just a niche wellness trend. For a growing share of younger British men, it is becoming a travel category of its own.