Younger British men are driving a new beauty-tourism trend

KAYAK research shows Gen Z and Millennial British men are more open than women to traveling abroad for cosmetic treatments, with 24% already researching a trip overseas. The trend points to a growing overlap between travel and self-care, with cost, destination choice and treatment discounts shaping decisions.

Why it matters: - Younger British men are helping push beauty treatments from a niche medical decision into part of the holiday experience. - The shift could reshape how travelers compare destinations, with price, convenience and travel perks now part of the cosmetic-treatment decision. - KAYAK says the trend reflects more purpose-driven travel, where a trip can be built around a specific treatment as well as leisure.

What happened: - KAYAK research found 57% of surveyed Gen Z and Millennial men in the UK have either taken, or would consider taking, a trip abroad for beauty treatments they see as less affordable at home. - Nearly one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The findings were based on an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork took place between Oct. 1 and Oct. 8, 2025.

The details: - British men who would travel for cosmetic treatment said the most valuable loyalty perk would be discounts on treatments, chosen by 39%. - 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 average 2026 flight prices of £228 and accommodation prices of £99. - South Korea showed average 2026 flight prices of £752 and accommodation prices of £87. - Hungary showed average 2026 flight prices of £202 and accommodation prices of £107. - The Czech Republic showed average 2026 flight prices of £137 and accommodation prices of £85. - Poland showed average 2026 flight prices of £134 and accommodation prices of £73. - Croatia showed average 2026 flight prices of £161 and accommodation prices of £120. - Spain showed average 2026 flight prices of £130 and accommodation prices of £123. - Brazil showed average 2026 flight prices of £1,016 and accommodation prices of £81. - Mexico showed average 2026 flight prices of £834 and accommodation prices of £186. - Thailand showed average 2026 flight prices of £701 and accommodation prices of £60. - KAYAK said the price analysis 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. - The flight prices were average return economy fares departing from anywhere in the UK. - The accommodation prices were average prices for one night in a double room.

Between the lines: - The data suggests beauty travel is not just about the procedure. Travelers are also shopping for bundled value, including upgrades and rewards. - Turkey, Hungary and Thailand already popular with British holidaymakers also appear in the set of countries linked to beauty tourism. - The survey also shows the trend is far from universal, which suggests the market is growing but still early. - 27% of respondents said traveling 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 rather stay in the UK despite the higher cost.

What's next: - KAYAK said travelers can use its platform to compare flights, accommodation and destinations in one place to understand the full cost before booking. - As more younger travelers consider cosmetic trips, destination marketing and travel packaging may increasingly center on treatment access, pricing and convenience.

The bottom line: - Beauty tourism is becoming a travel category in its own right, and younger British men are emerging as one of its clearest demand drivers.