Younger British men drive beauty tourism interest, KAYAK finds

KAYAK research shows younger British men are more likely than women to consider traveling abroad for cosmetic treatments, with 57% of surveyed Gen Z and Millennial men open to the idea. The findings point to a growing blend of travel and self-care, with Turkey, Hungary and Thailand emerging as key destinations.

Why it matters: - Beauty tourism is shifting from a niche trend to part of the holiday decision for younger British men. - KAYAK's findings suggest price sensitivity is pushing some travelers to look abroad for cosmetic treatments they see as less affordable in the UK. - The trend also gives travel brands and destination markets a new demand driver tied to both treatment cost and trip experience.

What happened: - KAYAK research found 57% of surveyed Gen Z and Millennial men in the UK have either already taken, or would consider taking, a trip abroad for beauty treatments. - Almost one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The research was released in London on July 22, 2026.

The details: - British male travelers said a cosmetic treatment trip is not just about the procedure. - In a loyalty program for cosmetic travel, 39% of male travelers chose discounts on treatments as the most valuable perk. - Hotel room upgrades came next at 38%. - Airline miles ranked at 30%. - Discounts on skincare products ranked at 25%. - KAYAK compared average 2026 flight and accommodation prices across countries known for aesthetic and cosmetic services. - Turkey showed an average flight price of £228 and accommodation price of £99. - South Korea showed an average flight price of £752 and accommodation price of £87. - Hungary showed an average flight price of £202 and accommodation price of £107. - The Czech Republic showed an average flight price of £137 and accommodation price of £85. - Poland showed an average flight price of £134 and accommodation price of £73. - Croatia showed an average flight price of £161 and accommodation price of £120. - Spain showed an average flight price of £130 and accommodation price of £123. - Brazil showed an average flight price of £1,016 and accommodation price of £81. - Mexico showed an average flight price of £834 and accommodation price of £186. - Thailand showed an average flight price of £701 and accommodation price of £60. - Rachel Mumford, UK Travel Expert at KAYAK, said younger travelers are increasingly choosing trips with a purpose, including beauty treatments abroad. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to better understand the full cost before deciding. - The survey 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 rather stay in the UK despite the higher cost. - The consumer research was an online survey conducted by WALR among 2,029 people in the UK. - Fieldwork ran from October 1 to October 8, 2025. - The data was collected under MRS and ESOMAR guidelines. - The flight and hotel 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 one-night stays in a double room. - KAYAK said prices may vary and may no longer be available.

Between the lines: - The research points to a broader shift toward purpose-driven travel, where treatment, hotel and airfare are being evaluated together. - Male interest appears strongest where the trip can combine a cosmetic goal with traditional holiday value. - Reservations remain material, especially around language barriers and the simple fact that some travelers still have not considered the option.

What's next: - KAYAK is positioning its search tools around helping travelers weigh the total cost of treatment trips before booking. - Destinations already popular with British travelers may continue to benefit if beauty tourism keeps growing among younger men. - The next test is whether interest turns into more actual bookings, especially beyond the 24% already researching trips overseas.