Younger British men are driving beauty tourism interest, KAYAK says

KAYAK research finds 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 growing demand for treatment-plus-travel packages, especially to lower-cost destinations such as Turkey, Hungary and Thailand.

Why it matters: - Beauty treatments are becoming part of the holiday decision for a growing group of younger British men. - The trend could shape demand for flights, hotels and treatment packages in destinations that market cosmetic services to overseas visitors. - Cost remains a major driver, which makes destination choice and total trip pricing especially important.

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 they see as less affordable at home. - Nearly one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The research frames beauty tourism as an increasingly male-led travel trend among younger British consumers.

The details: - When asked what they would value most in a loyalty programme for cosmetic travel, 39% of men chose discounts on treatments. - 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 destinations known for aesthetic and cosmetic services. - Turkey averaged £228 for flights and £99 for accommodation in 2026. - 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. - The price 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 February 28, 2027. - Flight prices reflect average return economy fares departing from anywhere in the UK. - Accommodation prices reflect average costs for one night in a double room. - KAYAK’s consumer research was based on an online survey by WALR of 2,029 people in the UK. - Fieldwork took place from October 1 to October 8, 2025. - The survey followed MRS and ESOMAR guidelines. - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven for younger travellers and now includes trips abroad for beauty treatments. - Mumford said KAYAK helps travellers compare flights, accommodation and destinations in one place to understand the full cost before deciding.

Between the lines: - The data suggests beauty tourism is moving from a niche medical-travel idea toward a broader travel category that bundles procedure, lodging and leisure. - The loyalty-programme results show travelers may be thinking about the whole trip experience, not just the treatment itself. - There is still hesitation: 27% of respondents said 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. - A smaller 3% said they would stay in the UK even if treatment cost more.

What's next: - KAYAK’s findings suggest more travel brands and clinics may target younger men with bundled treatment-and-trip offers. - Destinations with lower overall trip costs may have an edge as consumers compare airfare, lodging and procedure prices together. - Interest could rise further if more travelers see cosmetic travel as a routine part of holiday planning.

The bottom line: - Younger British men are helping turn beauty tourism into a mainstream travel consideration, and price comparison is at the center of the decision.