Younger British men are driving a rise in beauty tourism, KAYAK finds

New KAYAK research shows younger British men are more open than women to traveling abroad for cosmetic treatments they see as less affordable at home. The trend could reshape how travelers weigh flights, hotels and treatment costs, with Turkey, Hungary and Thailand among the destinations in focus.

Why it matters: - Beauty treatments are becoming part of the holiday decision for some UK travelers, not just an add-on. - The shift is strongest among younger British men, a group that could expand demand for cross-border cosmetic travel. - KAYAK’s findings suggest price comparison is now part of the beauty-treatment decision, alongside destination and accommodation.

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 cosmetic treatments. - Almost one in four of those men, 24%, are currently researching an overseas trip for cosmetic procedures. - Younger British men were more open than women to traveling for treatments they feel are less affordable in the UK. - 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: - For male travelers considering cosmetic trips, 39% said they would value discounts on treatments most in a loyalty program. - Hotel room upgrades followed at 38%. - Airline miles came next at 30%. - Discounts on skincare products ranked at 25%. - KAYAK compared average flight and accommodation prices for destinations linked to 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. - 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. - The price data came from flight and accommodation 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 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. - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven for younger travelers and now includes beauty treatments abroad. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place so they can understand the full cost before deciding.

Between the lines: - The research points to a broader blending of leisure travel and personal-care spending. - Lower-cost destinations with established tourism links, such as Turkey, Hungary and Thailand, are well positioned to benefit. - Not every traveler is ready to buy in: 27% of respondents said the idea of going abroad for a beauty treatment had never crossed their mind. - Among male respondents, 9% said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - Another 3% said they would choose to stay in the UK despite the higher cost.

What's next: - KAYAK’s research suggests demand for bundled beauty-and-travel planning tools may keep growing if more travelers chase lower treatment costs abroad. - Destination and price transparency are likely to matter more as consumers compare treatment, flight and hotel costs together. - The company’s travel-search tools are positioned to capture that planning behavior as the trend develops.

The bottom line: - Younger British men are helping turn beauty tourism into a more mainstream travel category, with cost comparison now central to the trip decision.**