Younger British men are driving beauty tourism, KAYAK finds

KAYAK research says Gen Z and Millennial British men are more likely than women to consider overseas cosmetic treatments, with 24% already researching a trip. The trend points to travel becoming part of the beauty-buying decision, especially where treatment costs at home feel out of reach.

Why it matters: - Beauty tourism is moving from a niche idea to a trip-planning factor for younger British men. - The shift could reshape how travel companies, clinics and hotels package cosmetic procedures with holidays. - KAYAK says the trend reflects younger travellers making more purpose-driven travel decisions.

What happened: - KAYAK research found 57% of surveyed Gen Z and Millennial men in the UK have either taken, or would consider taking, an overseas trip for beauty treatments. - Nearly one in four men surveyed, 24%, are currently researching a trip abroad for cosmetic procedures. - The research was published on July 22, 2026.

The details: - Among male travellers, 39% said discounts on treatments would be the most valuable loyalty-programme perk. - Hotel room upgrades ranked next at 38%. - Airline miles followed at 30%. - Discounts on skincare products came in at 25%. - KAYAK compared average flight and accommodation prices for destinations associated with aesthetic and cosmetic services. - Turkey showed an average 2026 flight price of £228 and accommodation at £99. - South Korea showed an average flight price of £752 and accommodation at £87. - Hungary showed an average flight price of £202 and accommodation at £107. - The Czech Republic showed an average flight price of £137 and accommodation at £85. - Poland showed an average flight price of £134 and accommodation at £73. - Croatia showed an average flight price of £161 and accommodation at £120. - Spain showed an average flight price of £130 and accommodation at £123. - Brazil showed an average flight price of £1,016 and accommodation at £81. - Mexico showed an average flight price of £834 and accommodation at £186. - Thailand showed an average flight price of £701 and accommodation at £60. - The pricing analysis used searches made on KAYAK.co.uk and its associated brands between March 1, 2026 and June 30, 2026 for travel between March 1, 2026 and February 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. - KAYAK said prices may vary and may no longer be available. - Consumer research came from an online survey by WALR of 2,029 people in the UK. - Fieldwork took place from Oct. 1-8, 2025. - The study followed MRS and ESOMAR guidelines. - Rachel Mumford, UK Travel Expert at KAYAK, said younger travellers increasingly include beauty treatments in trip planning.

Between the lines: - The data suggests beauty tourism is becoming a bundled purchase, not just a medical decision. - Low hotel prices in some destinations may make the overall trip feel more accessible even when flight costs are high. - Reservations remain, which means growth may be strongest among travellers already comfortable with cross-border health and beauty services. - 27% of respondents said travelling abroad for a beauty treatment had never crossed their mind. - 9% of male respondents said they would feel uncomfortable getting a cosmetic procedure in a country where they do not speak the language. - 3% said they would stay in the UK despite higher costs.

What's next: - Travel platforms may see more demand for destination comparisons that combine procedure cost, flights and accommodation. - Clinics and tourism providers could lean further into package-style offers aimed at younger men. - KAYAK said it helps travellers compare flights, accommodation and destinations in one place to understand the full cost before deciding. - More information is available in KAYAK's announcement.

The bottom line: - Younger British men are turning beauty treatments into a travel category, and KAYAK's research suggests that cost transparency will drive whether the trend keeps growing.