Younger British men are driving beauty tourism interest, KAYAK finds

KAYAK research says younger British men are more open than women to traveling abroad for cosmetic treatments, with 24% of surveyed Gen Z and Millennial men already researching a trip. The findings point to a growing overlap between holidays and beauty procedures, especially for destinations like Turkey, Hungary and Thailand.

Why it matters: - Beauty tourism is shifting from a niche behavior to a more mainstream holiday consideration for younger British men. - The trend could influence where travelers book, how they compare costs and what they expect from travel loyalty programs. - KAYAK’s data suggests price sensitivity is a major driver, since many respondents see treatments abroad as more affordable than at home.

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, or 24%, are currently researching an overseas trip for cosmetic procedures. - The survey also found beauty treatments are becoming part of the travel experience itself for some British men.

The details: - When asked what they would value most in a loyalty program for cosmetic travel, 39% of men chose discounts on treatments. - Hotel room upgrades came next at 38%, followed by airline miles at 30% and discounts on skincare products at 25%. - KAYAK compared average flight and accommodation prices across destinations associated with aesthetic and cosmetic services. - Turkey showed an average 2026 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 younger travelers are increasingly seeking purpose-driven trips that can include beauty treatments abroad. - 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 conducted by WALR. - Fieldwork took place from Oct. 1 to Oct. 8, 2025. - The data was collected under MRS and ESOMAR guidelines. - The pricing data came from searches 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 are average return economy fares departing from anywhere in the UK. - Accommodation prices are average prices for one night in a double room. - Prices may vary and may no longer be available.

Between the lines: - The data suggests cosmetic travel is being bundled with the broader vacation decision, not treated as a separate medical trip. - Travel loyalty perks appear to matter almost as much as the procedure itself for some respondents. - Not all men are sold on the idea, which points to practical and cultural barriers that could slow adoption. - KAYAK’s focus on total trip cost also underscores how price transparency may shape this market.

What's next: - More travel planning around cosmetic procedures is likely if younger consumers continue prioritizing affordability and convenience. - Destinations with lower overall trip costs may gain an edge as beauty tourism grows. - Travel brands may keep testing add-ons and loyalty incentives tied to wellness and aesthetic travel.

The bottom line: - Younger British men are emerging as a key audience for beauty tourism, and the deciding factor is often the total cost of combining treatment and travel.