Young British men are driving beauty tourism demand, KAYAK finds

New KAYAK research shows younger British men are more likely than women to consider traveling abroad for cosmetic treatments that feel too expensive at home. The findings suggest beauty tourism is becoming part of the holiday decision for Gen Z and Millennial men, with Turkey, Hungary and Thailand among the destinations drawing interest.

Why it matters: - Beauty tourism is moving from a niche idea to a travel consideration for younger British men. - The trend could reshape how travelers compare destinations, with treatment cost now part of the holiday decision. - KAYAK’s findings point to a market where flights, hotels and procedures are being evaluated together.

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. - Nearly one in four of those men, 24%, are currently researching an overseas trip for cosmetic procedures. - The research also found that younger British men are more open than women to traveling abroad for treatments they see as less affordable at home. - The survey was conducted online by WALR among 2,029 people in the UK. - Fieldwork took place from Oct. 1 to Oct. 8, 2025.

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 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 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. - The price checks were 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 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. - KAYAK is part of Booking Holdings and is a travel search engine.

Between the lines: - Beauty tourism appears to be blending wellness, convenience and status into one purchase decision. - The loyalty-program results suggest travelers want the treatment itself to be discounted, but also want the trip experience to feel upgraded. - Interest is rising, but the market is not universal. - KAYAK found that 27% of respondents said 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. - A further 3% said they would stay in the UK despite higher costs. - 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.

What's next: - KAYAK’s pricing comparisons may make it easier for travelers to weigh treatment costs against travel costs before booking. - The survey suggests overseas cosmetic trips could become more visible in mainstream holiday planning, especially among younger men. - Future interest will likely depend on whether travelers can balance lower procedure prices with language, comfort and logistics concerns.

The bottom line: - For a growing share of younger British men, cosmetic procedures are becoming a reason to travel, not just a reason to spend.