Younger British men are driving beauty tourism interest, KAYAK finds

KAYAK research says younger British men are more open than women to traveling abroad for cosmetic treatments, with 24% already researching a trip overseas. The trend points to cheaper procedures, bundled travel perks and a growing market for beauty-focused holidays.

Why it matters: - Beauty tourism is moving from niche to mainstream for a younger male audience in the UK. - The shift could reshape demand for flights, hotels and treatment packages tied to cosmetic procedures abroad. - KAYAK’s findings suggest price-sensitive travelers are weighing destination costs alongside the procedure itself.

What happened: - KAYAK released research showing younger British men are embracing beauty tourism. - 57% of surveyed Gen Z and Millennial men said they have taken, or would consider taking, a trip abroad for beauty treatments they view as less affordable at home. - Nearly one in four, or 24%, said they are currently researching an overseas trip for cosmetic procedures. - The survey was conducted online by WALR among 2,029 people in the UK. - Fieldwork took place Oct. 1-8, 2025.

The details: - Among male travelers, 39% said a loyalty program should offer discounts on treatments. - Hotel room upgrades ranked next at 38%. - Airline miles came in at 30%. - Discounts on skincare products followed at 25%. - KAYAK compared average flight and accommodation prices across countries known for 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 was based on searches made 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 departing from anywhere in the UK. - Accommodation prices were average prices for one night in a double room. - Prices may vary and may no longer be available. - The survey followed MRS and ESOMAR guidelines.

Between the lines: - The pattern suggests younger travelers are treating cosmetic procedures as part of the vacation, not separate from it. - KAYAK UK travel expert Rachel Mumford said travel is becoming more purpose-driven and now includes trips abroad for beauty treatments. - The data also shows some resistance remains, especially around comfort and awareness. - 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 stay in the UK despite higher costs. - Destinations already popular with British holidaymakers, including Turkey, Hungary and Thailand, are also linked with beauty tourism. - KAYAK said it helps travelers compare flights, accommodation and destinations in one place.

What's next: - Beauty tourism could keep expanding if younger men continue to prioritize lower treatment costs and bundled travel value. - Destination comparisons may matter more as travelers decide whether savings on procedures offset airfare and hotel costs. - KAYAK’s research suggests the next growth area is not just where to go, but which perks make the trip feel worthwhile.

The bottom line: - Younger British men are helping turn cosmetic treatment travel into a mainstream holiday category, and price remains the main draw.