Younger British men are driving a new beauty tourism trend

KAYAK research finds Gen Z and Millennial British men are more likely than women to consider overseas beauty treatments, with 57% saying they have taken or would consider such a trip. The trend could reshape leisure travel, with treatment discounts, hotel upgrades and flight costs all shaping where these trips go next.

Why it matters: - Beauty treatments are becoming part of the holiday decision for younger British men, not just a standalone medical or cosmetic purchase. - The trend points to growing demand for bundled travel-and-treatment trips, where price, convenience and perks all affect the destination choice. - KAYAK’s findings suggest cost differences between the UK and overseas are pushing some travellers to look abroad for procedures they see as less affordable at home.

What happened: - KAYAK research found that 57% of surveyed Gen Z and Millennial British men have either taken, or would consider taking, a trip abroad for cosmetic procedures. - Nearly one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The survey shows younger British men are more open than women to travelling for beauty treatments. - The research was based on an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork took place from October 1 to October 8, 2025.

The details: - When asked what they would value most from a loyalty programme for cosmetic travel, 39% of male travellers chose treatment discounts. - 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 across countries associated with aesthetic and cosmetic services. - Turkey showed an average 2026 flight price of £228 and accommodation price of £99. - South Korea showed an average 2026 flight price of £752 and accommodation price of £87. - Hungary showed an average 2026 flight price of £202 and accommodation price of £107. - The Czech Republic showed an average 2026 flight price of £137 and accommodation price of £85. - Poland showed an average 2026 flight price of £134 and accommodation price of £73. - Croatia showed an average 2026 flight price of £161 and accommodation price of £120. - Spain showed an average 2026 flight price of £130 and accommodation price of £123. - Brazil showed an average 2026 flight price of £1,016 and accommodation price of £81. - Mexico showed an average 2026 flight price of £834 and accommodation price of £186. - Thailand showed an average 2026 flight price of £701 and accommodation price of £60. - The pricing 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 February 28, 2027. - Flight prices reflect average return fares in economy class departing from anywhere in the UK. - Accommodation prices reflect average rates for one night in a double room. - KAYAK said prices may vary and may no longer be available. - The research adhered to MRS and ESOMAR guidelines.

Between the lines: - Travel is becoming more purpose-driven for younger consumers, and cosmetic procedures are now part of that shift. - The strongest interest appears to cluster around destinations already familiar to British holidaymakers, including Turkey, Hungary and Thailand. - Cost remains a major filter, but comfort and language barriers still slow adoption for some travellers. - 27% of respondents said travelling 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 even if treatment costs more. - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven and now includes beauty treatments for many younger travellers. - Mumford said KAYAK helps travellers compare flights, accommodation and destinations in one place so they can understand the full cost before deciding.

What's next: - KAYAK’s data points to more competition among destinations that can package beauty treatments with travel and lodging. - Travellers weighing overseas procedures are likely to compare total trip cost, not just the procedure price. - Destinations with lower flight and hotel costs may keep an edge as beauty tourism grows.

The bottom line: - Younger British men are turning beauty treatments into a travel category, and cost comparison is becoming as important as the procedure itself.