Younger British men are driving beauty tourism demand, KAYAK finds

KAYAK research shows younger British men are more likely than women to consider traveling abroad for cosmetic treatments they see as cheaper overseas. The trend points to a growing overlap between holidays and elective beauty services, with Turkey, Hungary and Thailand among the best-known destinations.

Why it matters: - Beauty tourism is moving from a niche idea to part of the holiday decision for some younger British men. - The trend could shift demand toward destinations that bundle cosmetic treatment, flights and accommodation into one trip. - Cost remains the main driver, with travelers comparing the full price of treatment abroad against UK prices.

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 feel are less affordable at home. - Almost one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The findings are based on an online survey of 2,029 people in the UK conducted by WALR from Oct. 1-8, 2025.

The details: - Among male travelers, 39% said discounts on treatments would be the most valuable loyalty-program reward for cosmetic travel. - 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 for destinations linked with aesthetic and cosmetic services. - Turkey averaged £228 for a flight and £99 for accommodation in 2026. - South Korea averaged £752 for a flight and £87 for accommodation. - Hungary averaged £202 for a flight and £107 for accommodation. - The Czech Republic averaged £137 for a flight and £85 for accommodation. - Poland averaged £134 for a flight and £73 for accommodation. - Croatia averaged £161 for a flight and £120 for accommodation. - Spain averaged £130 for a flight and £123 for accommodation. - Brazil averaged £1,016 for a flight and £81 for accommodation. - Mexico averaged £834 for a flight and £186 for accommodation. - Thailand averaged £701 for a flight 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 Feb. 28, 2027. - Flight prices were average return fares in economy class from anywhere in the UK. - Accommodation prices were average rates for one night in a double room.

Between the lines: - The research suggests younger travelers are thinking about cosmetic procedures as part of a broader travel package, not as a standalone medical trip. - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven for younger travelers and now includes beauty treatments abroad. - The same data also shows a meaningful hesitation gap, which could slow adoption beyond the most open travelers. - 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 the higher cost.

What's next: - KAYAK is positioning its search tools as a way for travelers to compare flights, accommodation and destinations in one place before booking. - As beauty tourism grows, price transparency across treatment and travel could become a bigger factor in destination choice. - The company’s research points to continued interest from younger men, especially where overseas treatment looks cheaper than UK options.

The bottom line: - For a growing share of younger British men, beauty treatments are becoming another reason to book a trip abroad.