Younger British men are driving beauty tourism demand

KAYAK research finds younger British men are more open than women to traveling abroad for cosmetic treatments, with 57% of surveyed Gen Z and Millennial men saying they have taken or would consider a trip. The findings point to growing demand for treatment-focused travel, with Turkey, Hungary and Thailand among the destinations drawing interest.

Why it matters: - Beauty tourism is moving from a niche trend to a bigger part of holiday planning. - The shift is strongest among younger British men, a group that is increasingly willing to travel for cosmetic treatments they see as less affordable at home. - The trend could reshape how travelers choose destinations, hotels and flights.

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, or 24%, are currently researching an overseas trip for cosmetic procedures. - The survey also found that 27% of respondents said traveling abroad for a beauty treatment had never crossed their mind. - The online survey was conducted by WALR among 2,029 people in the UK. - Fieldwork took place from Oct. 1 to Oct. 8, 2025.

The details: - For male travelers, the top loyalty reward for cosmetic travel was discounts on treatments, chosen by 39%. - Hotel room upgrades ranked next at 38%. - Airline miles drew 30%. - Discounts on skincare products drew 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 price data came from searches 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 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. - Rachel Mumford, UK travel expert at KAYAK, said younger travelers are increasingly pursuing purpose-driven trips that include beauty treatments abroad. - KAYAK said its platform helps travelers compare flights, accommodation and destinations in one place.

Between the lines: - The data suggests beauty travel is becoming bundled with the wider holiday experience, not treated as a separate medical trip. - Cost still appears to be the main driver, but comfort and logistics remain barriers for some travelers. - Only 9% of male respondents said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - Just 3% said they would stay in the UK despite the higher cost. - The interest in destinations such as Turkey, Hungary and Thailand may reflect a mix of established holiday routes and lower treatment costs.

What's next: - KAYAK is likely to keep positioning itself around comparison shopping for travelers weighing the full cost of treatment trips. - Destination operators and clinics may see more demand from younger British men looking for bundled travel-and-treatment packages. - The survey points to continued growth in cosmetic travel if affordability pressures at home persist.

The bottom line: - Younger British men are emerging as a key audience for beauty tourism, turning cosmetic procedures into a travel decision as much as a healthcare or appearance choice.