Younger British men are driving beauty tourism abroad

KAYAK research shows Gen Z and Millennial British men are more open than women to traveling overseas for cosmetic procedures, with 24% already researching a trip. The findings point to a growing link between travel and beauty spending, especially as costs at home stay high.

Why it matters: - Beauty tourism is moving from a niche idea to part of the holiday decision for some younger British men. - The trend suggests price sensitivity is pushing some consumers to look abroad for cosmetic procedures they see as less affordable in the UK. - Travel brands and clinics could benefit from demand for bundled trips that combine treatment, flights and hotels.

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. - Almost one in four, or 24%, are currently researching overseas trips for cosmetic procedures. - The research also found younger British men are more open than women to beauty travel. - The survey was conducted online by WALR among 2,029 people in the UK. - Fieldwork took place from October 1-8, 2025.

The details: - Among male travelers, 39% said discounts on treatments would be the most valuable loyalty-program benefit. - Hotel room upgrades followed at 38%. - Airline miles came next at 30%. - Discounts on skincare products ranked at 25%. - KAYAK compared average flight and accommodation prices for countries known for 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 travel-price analysis was based on searches made on KAYAK.co.uk and associated brands between March 1 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 prices for one night in a double room. - KAYAK said prices may vary and may no longer be available. - Rachel Mumford, UK Travel Expert at KAYAK, said travel has become increasingly purpose-driven and that younger travelers are now including overseas beauty treatments in those plans. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost of a trip before deciding.

Between the lines: - The data suggests beauty travel is not just about the procedure itself. - Many respondents are also evaluating the wider trip value, including upgrades and loyalty perks. - The pricing data shows that some destinations pair lower treatment expectations with relatively affordable travel and lodging, which could make the full package more appealing. - Reservations remain a brake on wider adoption, especially for travelers concerned about language barriers or who prefer to stay in the UK.

What's next: - KAYAK appears positioned to market itself around multi-part trip planning as cosmetic travel grows. - The trend could further boost demand for destinations already known for medical and cosmetic tourism, including Turkey, Hungary and Thailand. - Nearly three in 10 respondents, or 27%, said traveling abroad for a beauty treatment had never crossed their mind, indicating the market still has room to grow. - Nine percent of male respondents said they would feel uncomfortable getting a cosmetic procedure in a country where they do not speak the language. - Three percent said they would choose to stay in the UK despite the higher cost.

The bottom line: - For a growing share of younger British men, beauty treatments are becoming a travel category, not just a medical or cosmetic decision.