Younger British men are driving beauty tourism, KAYAK finds

KAYAK research says Gen Z and Millennial men in the U.K. are more open than women to traveling abroad for cosmetic treatments, with 24% already researching a trip. The findings point to beauty services becoming part of the holiday decision as travelers weigh treatment costs, flights and hotels together.

Why it matters: - Beauty travel is moving from niche to mainstream among younger British men, adding a new demand driver for airlines, hotels and destination markets. - The trend also shows that cost pressures at home are pushing some travelers to compare treatment prices internationally, not just vacation prices. - KAYAK says the shift reflects a more purpose-driven approach to travel, where the treatment itself can be part of the trip experience.

What happened: - KAYAK research found that 57% of surveyed Gen Z and Millennial men in the U.K. have either taken, or would consider taking, a trip abroad for beauty treatments they see as less affordable at home. - Almost one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The research also found that 39% of male travelers would value discounts on treatments most in a loyalty program for cosmetic travel. - Hotel room upgrades ranked next at 38%, followed by airline miles at 30% and discounts on skincare products at 25%.

The details: - KAYAK compared average 2026 flight and accommodation prices across countries associated with aesthetic and cosmetic services. - Turkey showed an average flight price of £228 and average accommodation price of £99. - South Korea showed an average flight price of £752 and average accommodation price of £87. - Hungary showed an average flight price of £202 and average accommodation price of £107. - The Czech Republic showed an average flight price of £137 and average accommodation price of £85. - Poland showed an average flight price of £134 and average accommodation price of £73. - Croatia showed an average flight price of £161 and average accommodation price of £120. - Spain showed an average flight price of £130 and average accommodation price of £123. - Brazil showed an average flight price of £1,016 and average accommodation price of £81. - Mexico showed an average flight price of £834 and average accommodation price of £186. - Thailand showed an average flight price of £701 and average accommodation price of £60. - Rachel Mumford, UK Travel Expert at KAYAK, said younger travelers are increasingly booking trips with a purpose and that KAYAK helps compare flights, accommodation and destinations in one place. - The consumer research came from an online survey conducted by WALR among 2,029 people in the U.K. - Fieldwork took place Oct. 1-8, 2025, and the data was collected under MRS and ESOMAR guidelines. - The price data was based on searches on 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 reflect average return fares in economy class from anywhere in the U.K. - Accommodation prices reflect average one-night stays in a double room. - Prices may vary and may no longer be available.

Between the lines: - British men appear to be driving a higher willingness to cross borders for treatments that feel too expensive domestically. - But the data also suggests a practical booking mindset: respondents want treatment discounts and travel perks, not just a cosmetic procedure. - Reservations remain, including unfamiliarity with the idea, language concerns and a preference to stay in the U.K. even at higher cost. - Nearly 27% 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 U.K. despite the higher cost.

What's next: - KAYAK is positioning itself around the growing overlap between wellness, beauty and travel planning. - Destinations already popular with British holidaymakers, including Turkey, Hungary and Thailand, are likely to remain part of the comparison set for beauty-focused trips. - If demand keeps rising, more travelers may start treating cosmetic procedures like any other travel purchase: compare the total trip cost first, then book.