Younger British men are driving beauty tourism, KAYAK finds

KAYAK research says Gen Z and Millennial British men are increasingly willing to travel abroad for cosmetic treatments they see as cheaper than at home. The survey points to a growing overlap between holidays and beauty procedures, with Turkey, Hungary and Thailand among the destinations in focus.

Why it matters: - Beauty travel is moving from a niche idea to a mainstream holiday consideration for younger British men. - The trend could reshape demand for flights, hotels and treatment packages in markets known for cosmetic services. - Cost is a major driver, with respondents weighing treatment prices alongside travel expenses.

What happened: - KAYAK released research showing 57% of surveyed Gen Z and Millennial men in the UK have either taken, or would consider taking, a trip abroad for beauty treatments. - Almost one in four male respondents, 24%, are currently researching an overseas trip for cosmetic procedures. - The survey found younger British men are more open than women to traveling for treatments they view as less affordable at home.

The details: - For a loyalty programme tied to cosmetic travel, 39% of men travelers chose discounts on treatments. - Hotel room upgrades ranked next at 38%. - Airline miles came in at 30%. - Discounts on skincare products followed at 25%. - KAYAK compared average 2026 flight and accommodation prices across destinations associated with aesthetic and cosmetic services. - Turkey showed an average flight price of £228 and an average accommodation price of £99. - South Korea showed an average flight price of £752 and an average accommodation price of £87. - Hungary showed an average flight price of £202 and an average accommodation price of £107. - The Czech Republic showed an average flight price of £137 and an average accommodation price of £85. - Poland showed an average flight price of £134 and an average accommodation price of £73. - Croatia showed an average flight price of £161 and an average accommodation price of £120. - Spain showed an average flight price of £130 and an average accommodation price of £123. - Brazil showed an average flight price of £1,016 and an average accommodation price of £81. - Mexico showed an average flight price of £834 and an average accommodation price of £186. - Thailand showed an average flight price of £701 and an average accommodation price of £60. - The consumer research was based on an online survey of 2,029 people in the UK. - WALR conducted the fieldwork from Oct. 1 to Oct. 8, 2025. - The study followed MRS and ESOMAR guidelines. - The travel-price analysis was based on searches made on KAYAK.co.uk and associated brands between March 1 and June 30, 2026, for travel between March 1, 2026 and Feb. 28, 2027. - Flight prices reflect average return fares in economy class departing from anywhere in the UK. - Accommodation prices reflect average prices for one night in a double room. - Prices may vary and may no longer be available.

Between the lines: - The findings suggest beauty tourism is becoming part of the broader “purpose-driven” travel trend, where the trip itself is tied to a specific outcome. - KAYAK UK Travel Expert Rachel Mumford said younger travelers are increasingly combining travel with beauty treatments and want a way to compare the full cost before booking. - Some respondents still appear unconvinced, which shows the market is growing but not universal. - 27% said traveling abroad for a beauty treatment had never crossed their mind. - 9% of male respondents said they would feel uncomfortable getting a procedure in a country where they do not speak the language. - 3% said they would rather stay in the UK despite the higher cost. - Turkey, Hungary and Thailand stand out because they are already familiar holiday destinations for many British travelers.

What's next: - KAYAK is likely to keep positioning its search tools around comparing the total cost of treatment trips, including flights, stays and destination options. - Demand may continue to cluster around countries that combine relatively lower treatment costs with established tourism infrastructure. - The next signal to watch is whether beauty tourism expands beyond younger men into a broader UK consumer audience.

The bottom line: - Beauty treatment travel is turning into a practical booking category, and younger British men are leading the shift.