Younger British men are driving beauty tourism interest, KAYAK finds

KAYAK research shows younger British men are more open than women to traveling abroad for cosmetic treatments, with 57% of surveyed Gen Z and Millennial men saying they have taken or would consider such a trip. The findings point to beauty treatments becoming part of the holiday experience, with Turkey, Hungary and Thailand among the destinations drawing attention.

Why it matters: - Beauty travel is shifting from a niche idea to part of mainstream holiday planning for younger British men. - The trend could reshape how travelers compare trips, with treatment costs, flights and hotels now part of the same decision. - KAYAK’s research suggests demand is being driven by affordability concerns at home and by the appeal of combining treatment with travel.

What happened: - KAYAK surveyed 2,029 people in the UK through WALR online fieldwork from October 1 to October 8, 2025. - Among surveyed Gen Z and Millennial men, 57% said they have taken, or would consider taking, a trip abroad for beauty treatments. - Nearly one in four of those men, 24%, said they are currently researching an overseas cosmetic procedure trip. - KAYAK said younger British men are more open than women to traveling abroad for treatments they view as less affordable in the UK.

The details: - For male travelers, 39% said the most valuable loyalty-programme perk would be discounts on treatments. - Hotel room upgrades ranked second at 38%. - Airline miles drew 30% of responses. - Discounts on skincare products followed at 25%. - KAYAK compared average flight and accommodation prices for destinations associated with aesthetic and cosmetic services. - Turkey showed an average 2026 return economy flight price of £228 and average 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. - The price comparison was based on searches on KAYAK.co.uk and affiliated brands between March 1, 2026 and June 30, 2026 for travel between March 1, 2026 and February 28, 2027. - The flight data covered return economy fares departing from anywhere in the UK. - The accommodation data covered one night in a double room. - KAYAK said prices may vary and may no longer be available. - Rachel Mumford, UK Travel Expert at KAYAK, said travel has become increasingly purpose-driven for younger travelers, including trips for beauty treatments. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding.

Between the lines: - The survey also shows hesitation remains, which suggests beauty tourism is growing but not yet universal. - 27% of respondents said traveling 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 rather stay in the UK despite the higher cost. - The strongest interest appears to come from travelers trying to bundle self-care with a broader trip value proposition.

What's next: - KAYAK appears positioned to keep packaging beauty travel alongside flight and hotel search tools as consumer interest grows. - Destinations with lower combined travel and accommodation costs may gain more attention from British travelers looking for cosmetic procedures abroad. - The trend will likely depend on whether affordability gaps in the UK remain wide enough to keep overseas treatment attractive.

The bottom line: - Younger British men are helping turn beauty treatments into a travel category, not just a medical or cosmetic decision.