Younger British men are driving beauty tourism, KAYAK says

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 trend points to beauty treatments becoming part of the holiday itself, while cost, language concerns and local affordability still shape where travelers go.

Why it matters: - Beauty tourism is moving from niche to mainstream among younger British men, adding a new demand driver for airlines, hotels and medical-travel providers. - The trend reflects a broader shift toward purpose-driven travel, where cosmetic treatment can be bundled with the trip itself.

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, 24%, are currently researching an overseas trip for cosmetic procedures. - The findings were released July 22, 2026.

The details: - Among male travelers, 39% said discounts on treatments would be the most valuable loyalty-program perk for cosmetic travel. - 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 for countries associated with beauty tourism. - Turkey showed an average 2026 flight price of £228 and accommodation at £99. - South Korea showed an average 2026 flight price of £752 and accommodation at £87. - Hungary showed an average 2026 flight price of £202 and accommodation at £107. - The Czech Republic showed an average 2026 flight price of £137 and accommodation at £85. - Poland showed an average 2026 flight price of £134 and accommodation at £73. - Croatia showed an average 2026 flight price of £161 and accommodation at £120. - Spain showed an average 2026 flight price of £130 and accommodation at £123. - Brazil showed an average 2026 flight price of £1,016 and accommodation at £81. - Mexico showed an average 2026 flight price of £834 and accommodation at £186. - Thailand showed an average 2026 flight price of £701 and accommodation at £60. - Rachel Mumford, UK Travel Expert at KAYAK, said younger travelers increasingly pursue travel with a purpose, including beauty treatments abroad, and KAYAK helps them compare flights, accommodation and destinations in one place. - The research was based on an online survey of 2,029 people in the UK by WALR. - Fieldwork ran from Oct. 1 to Oct. 8, 2025. - The data was collected under MRS and ESOMAR guidelines. - Price comparisons were based on 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 reflect average return economy fares departing from anywhere in the UK. - Accommodation prices reflect average one-night stays in a double room.

Between the lines: - The data suggests value is not the only driver. Younger male travelers appear to want a packaged experience that combines treatment, comfort and travel perks. - Interest is strong, but adoption is 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 even if it cost more.

What's next: - KAYAK’s findings point to continued growth in beauty-focused travel as travelers compare the total cost of treatment, flights and lodging before booking. - Destinations already popular with British holidaymakers, including Turkey, Hungary and Thailand, are likely to remain part of the conversation as price-sensitive beauty tourism expands.

The bottom line: - Younger British men are treating cosmetic procedures as part of the holiday experience, and KAYAK’s data shows the market is already forming around that behavior.