Younger British men are driving a new beauty tourism trend

KAYAK says younger British men are more likely than women to consider traveling abroad for cosmetic treatments, with 57% of Gen Z and Millennial men saying they have taken or would consider such a trip. The research points to a growing overlap between travel and self-care, while also showing that cost, comfort and language barriers still matter.

Why it matters: - Beauty treatments are becoming part of the holiday decision for younger British men, not just the treatment itself. - The trend could shift where travelers spend on flights, hotels and add-on services tied to cosmetic procedures. - KAYAK says the pattern reflects more purpose-driven travel among younger consumers.

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. - Almost one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The research was based on an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork took place from Oct. 1 to Oct. 8, 2025, using MRS and ESOMAR guidelines.

The details: - When asked what they would value most in a loyalty program for cosmetic travel, 39% of male travelers chose discounts on treatments. - Hotel room upgrades followed at 38%, then airline miles at 30% and discounts on skincare products at 25%. - KAYAK also compared average flight and accommodation prices for destinations linked to aesthetic and cosmetic services. - Turkey showed an average 2026 flight price of £228 and accommodation at £99. - South Korea showed an average 2026 flight price of £752 and accommodation at £87. - Hungary showed an average 2026 flight price of £202 and accommodation at £107. - The Czech Republic showed an average 2026 flight price of £137 and accommodation at £85. - Poland showed an average 2026 flight price of £134 and accommodation at £73. - Croatia showed an average 2026 flight price of £161 and accommodation at £120. - Spain showed an average 2026 flight price of £130 and accommodation at £123. - Brazil showed an average 2026 flight price of £1,016 and accommodation at £81. - Mexico showed an average 2026 flight price of £834 and accommodation at £186. - Thailand showed an average 2026 flight price of £701 and accommodation at £60. - The price data came from flight and accommodation 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 were average return economy fares departing from anywhere in the UK. - Accommodation prices were average rates for one night in a double room. - KAYAK said prices may vary and may no longer be available.

Between the lines: - Younger British men appear more open than women to combining travel with cosmetic care, suggesting beauty tourism is moving into mainstream holiday planning. - The loyalty-program preferences suggest travelers want the trip to feel like a bundled premium experience, not just a medical appointment abroad. - Practical concerns remain a brake on demand, even with rising interest.

What's next: - 27% of respondents said traveling abroad for a beauty treatment had 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 stay in the UK despite higher costs. - KAYAK said it aims to help travelers compare flights, accommodation and destinations in one place so they can assess the full cost before booking. - Rachel Mumford, UK Travel Expert at KAYAK, said younger travelers are increasingly choosing travel for beauty treatments and that KAYAK helps them understand the total trip cost.