Younger British men drive beauty tourism trend, KAYAK finds

KAYAK says younger British men are more open than women to traveling abroad for cosmetic treatments, with 57% of surveyed Gen Z and Millennial men saying they have taken or would consider a beauty trip. The research suggests beauty procedures are becoming part of the holiday decision for some travelers, especially as they compare costs across countries like Turkey, Hungary and Thailand.

Why it matters: - Beauty treatments are becoming part of the travel budget for some younger British men, which could shift demand toward destinations that bundle flights, hotels and cosmetic services. - KAYAK’s findings show cost is a major driver, with travelers weighing overseas procedures against higher prices at home. - The trend also matters for travel brands and clinics, because beauty trips may now be sold as an experience rather than a single procedure.

What happened: - KAYAK released research showing younger British men are more open than women to traveling abroad for beauty treatments they see as less affordable in the UK. - 57% of surveyed Gen Z and Millennial men said they have either taken, or would consider taking, a beauty trip abroad. - Nearly one in four, or 24%, said they are currently researching an overseas trip for cosmetic procedures. - The research was published July 22, 2026.

The details: - When asked what they would value most from a loyalty program for cosmetic travel, 39% of men chose discounts on treatments. - Hotel room upgrades came next at 38%. - Airline miles followed at 30%. - Discounts on skincare products ranked at 25%. - KAYAK also compared average flight and accommodation prices across countries known for aesthetic and cosmetic services. - Turkey showed an average 2026 flight price of £228 and average 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 travel has become increasingly purpose-driven and now includes beauty treatments for many younger travelers. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding. - The consumer research was based on an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork took place Oct. 1-8, 2025. - The research followed MRS and ESOMAR guidelines. - The price comparison used searches on KAYAK.co.uk and associated brands from March 1 to June 30, 2026, for travel between March 1, 2026 and Feb. 28, 2027. - Flight prices were average return fares in economy class departing from anywhere in the UK. - Accommodation prices were average prices for one night in a double room.

Between the lines: - The data suggests beauty tourism is evolving from a niche procedure hunt into a broader lifestyle trip, with discounts and upgrades ranking alongside treatment prices. - British travelers are already familiar with several of the highlighted destinations, which could make them easier to market for cosmetic travel. - The survey also shows a real barrier: 27% of respondents said the idea of traveling abroad for a beauty treatment had never crossed their mind. - Another 9% of male respondents said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - Only 3% said they would stay in the UK despite the higher cost.

What's next: - KAYAK is positioning itself to help travelers compare the total cost of beauty trips before booking. - If the trend continues, destinations with lower flight-and-stay costs may gain an edge with younger British men seeking cosmetic procedures abroad.

The bottom line: - For younger British men, beauty tourism is becoming part of the holiday decision, and price comparison may determine where that demand goes.