Younger British men are driving beauty tourism interest, KAYAK finds

New KAYAK research shows younger British men are more open than women to traveling abroad for cosmetic treatments, with 24% already researching a trip. The findings point to a growing overlap between beauty spending and holiday planning, especially as travelers compare the full cost of treatment packages abroad.

Why it matters: - Beauty tourism is moving from a niche idea to a travel consideration for younger British men. - KAYAK's findings suggest price pressure at home is pushing some consumers to look overseas for cosmetic procedures. - The trend could shape how travelers compare destinations, hotels and treatment costs before booking.

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. - Nearly one in four of those men, 24%, are currently researching an overseas trip for cosmetic procedures. - The research is based on an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork took place from October 1 to October 8, 2025.

The details: - When asked what they would value most in a loyalty programme for cosmetic travel, 39% of male travelers chose discounts on treatments. - Hotel room upgrades came next at 38%. - Airline miles were selected by 30%. - Discounts on skincare products were selected by 25%. - KAYAK also compared average flight and accommodation prices across countries known for 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 data is based on flight and accommodation searches made on KAYAK.co.uk and associated brands between March 1, 2026 and June 30, 2026, for travel between March 1, 2026 and February 28, 2027. - Flight prices are average return fares in economy class departing from anywhere in the UK. - Accommodation prices are 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 to understand the full cost before deciding.

Between the lines: - The data suggests beauty tourism is being folded into broader value-seeking behavior, not treated as a standalone medical decision. - Destinations already familiar to British holidaymakers, including Turkey, Hungary and Thailand, appear to be benefiting from that overlap between travel demand and cosmetic services. - Not all respondents are on board, which shows the trend is still emerging rather than mainstream.

What's next: - KAYAK's research points to continued interest from younger British men if overseas treatment remains cheaper than UK options. - Travelers are likely to keep weighing treatment prices alongside flights, hotels and package benefits. - The strongest near-term demand may land in destinations that already combine low travel costs with established cosmetic service markets.

The bottom line: - Beauty tourism is becoming a travel category younger British men are actively exploring, and the deciding factor is often the total trip price, not just the procedure.