Younger British men are driving beauty tourism demand, KAYAK finds

KAYAK research suggests younger British men are more likely than women to consider traveling abroad for cosmetic treatments, with 57% of surveyed Gen Z and Millennial men saying they have taken or would consider a trip. The findings point to a growing link between beauty treatment, holiday planning and destination shopping as travelers compare the total cost of going overseas for procedures.

Why it matters: - Beauty tourism is moving from a niche idea to part of mainstream holiday planning for younger British men. - The trend could reshape travel demand around destinations, hotels and airlines as cosmetic treatment becomes part of the trip. - The research also suggests price sensitivity is pushing some men to consider treatment abroad instead of 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, or 24%, said they are currently researching an overseas trip for cosmetic procedures. - The survey also found 27% of respondents said traveling abroad for a beauty treatment had never crossed their mind. - Nine percent of male respondents said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - Three percent said they would choose to stay in the UK despite the higher cost.

The details: - For male travelers interested in cosmetic treatment trips, discounts on treatments ranked highest in a loyalty program at 39%. - Hotel room upgrades came next at 38%. - Airline miles followed at 30%. - Discounts on skincare products ranked at 25%. - KAYAK also compared average flight and accommodation prices for destinations associated with beauty tourism. - 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 travel has become increasingly purpose-driven and now includes traveling 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 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 flight and accommodation price data came from 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 economy fares departing from anywhere in the UK. - Accommodation prices were average nightly rates for a double room. - Prices may vary and may no longer be available.

Between the lines: - The findings suggest cosmetic travel is being bundled with broader travel perks, not treated as a standalone medical purchase. - The strongest interest in treatment discounts and hotel upgrades points to travelers weighing both procedure cost and trip value. - The presence of reservations shows the category is growing, but not yet universally accepted.

What's next: - KAYAK's pricing comparison may help more travelers benchmark the total cost of beauty tourism before booking. - Destinations with lower travel and accommodation costs could gain an edge if demand keeps shifting toward treatment-led trips. - The trend may continue to expand among younger travelers if affordability at home remains a concern.