Younger British men are driving beauty tourism interest, KAYAK finds

KAYAK research shows younger British men are more open than women to traveling overseas for cosmetic treatments, with 57% of Gen Z and Millennial men saying they have taken or would consider a beauty trip. The trend could reshape leisure travel demand as travelers weigh treatment costs, destination prices and trip perks.

Why it matters: - Beauty treatments are becoming part of the holiday decision for some younger British men, not just a standalone medical choice. - The shift could increase demand for packages that combine cosmetic procedures, hotels and flights. - KAYAK’s findings point to price sensitivity at home as a key driver of outbound beauty travel.

What happened: - KAYAK research found that 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 an overseas trip for cosmetic procedures. - The research was released July 22, 2026. - The consumer survey was conducted online by WALR among 2,029 people in the UK. - Fieldwork ran from Oct. 1 to Oct. 8, 2025. - The study followed 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 ranked second at 38%. - Airline miles followed at 30%. - Discounts on skincare products came in 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 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. - KAYAK based the pricing on searches made on KAYAK.co.uk and associated brands between March 1, 2026 and June 30, 2026. - The price sample covered travel between March 1, 2026 and Feb. 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. - Prices may vary and may no longer be available.

Between the lines: - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven for younger travelers. - Mumford said that now includes traveling abroad for beauty treatments. - KAYAK is positioning its search tools as a way to compare the full cost of treatment, flights and lodging before booking. - The report suggests the appeal is strongest when cosmetic procedures can be bundled with a broader trip experience. - The survey also shows hesitation remains, which could slow adoption even as interest rises.

What's next: - Nearly 27% of respondents said traveling abroad for a beauty treatment has 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 rather stay in the UK despite the higher cost. - KAYAK’s data suggests destination price comparisons will remain central as beauty tourism grows among younger travelers.

The bottom line: - Younger British men are emerging as a key audience for beauty tourism, and cost comparisons are increasingly shaping where they may go.