Younger British men are driving a rise in beauty tourism

KAYAK research says younger British men are more likely than women to consider traveling abroad for cosmetic treatments, with 57% of Gen Z and Millennial men open to the idea. The trend points to a broader shift toward purpose-driven travel, while price comparisons show why destinations such as Turkey, Hungary and Thailand are drawing interest.

Why it matters: - Beauty treatments are becoming part of holiday planning for some British travelers, not just a separate medical decision. - The trend is strongest among younger men, suggesting cosmetic travel is moving beyond a niche audience. - Price differences at home and abroad are a key driver, which could reshape demand for certain destinations and travel products.

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 research also found 39% of men travelers would value discounts on treatments most in a loyalty program for cosmetic travel. - Hotel room upgrades came next at 38%, followed by airline miles at 30% and discounts on skincare products at 25%.

The details: - 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. - 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 UK Travel Expert Rachel Mumford said travel has become increasingly purpose-driven, and for many younger travelers that now includes traveling abroad for beauty treatments. - Mumford said KAYAK helps travelers compare flights, accommodation and destinations in one place to understand the full cost before deciding. - The consumer research was based on an online survey of 2,029 people in the UK. - WALR conducted the fieldwork from Oct. 1-8, 2025. - The research followed MRS and ESOMAR guidelines. - The flight and hotel price analysis used searches on KAYAK.co.uk and associated brands from March 1 to 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 rates for one night in a double room. - KAYAK said prices may vary and may no longer be available.

Between the lines: - The data suggests beauty tourism is being packaged as a broader travel experience, with add-ons like hotel upgrades and airline miles mattering almost as much as treatment discounts. - The interest is real, but not universal. - 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 choose to stay in the UK despite the higher cost.

What's next: - KAYAK’s price comparisons may encourage more travelers to weigh destination costs before booking cosmetic procedures abroad. - Destinations already popular with British holidaymakers, including Turkey, Hungary and Thailand, are likely to stay prominent in the category if demand continues to build.

The bottom line: - Younger British men are emerging as a key audience for beauty tourism, and cost comparisons are turning cosmetic procedures into a travel decision as much as a treatment choice.