Young British men drive a new beauty travel trend

KAYAK research finds younger British men are more likely than women to consider traveling abroad for cosmetic treatments, with 57% of surveyed Gen Z and Millennial men open to the idea. The trend could reshape how travel companies package trips, especially as men weigh treatment discounts, hotel upgrades and flights when planning cosmetic travel.

Why it matters: - Beauty tourism is shifting from a niche idea to part of the holiday decision for younger British men. - The trend could create demand for travel packages that combine cosmetic procedures with flights, hotels and add-on perks. - KAYAK’s findings point to price sensitivity at home as a key driver behind cross-border cosmetic travel.

What happened: - KAYAK research found that 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, or 24%, are currently researching an overseas trip for cosmetic procedures. - KAYAK released the findings on July 22, 2026, in London.

The details: - When asked what they would value most from a loyalty programme for cosmetic travel, 39% of male travellers chose discounts on treatments. - Hotel room upgrades came next at 38%. - Airline miles ranked at 30%. - Discounts on skincare products ranked at 25%. - KAYAK compared average flight and accommodation prices across countries associated with aesthetic and cosmetic services. - Turkey showed an average 2026 flight price of £228 and accommodation price of £99. - South Korea showed an average 2026 flight price of £752 and accommodation price of £87. - Hungary showed an average 2026 flight price of £202 and accommodation price of £107. - The Czech Republic showed an average 2026 flight price of £137 and accommodation price of £85. - Poland showed an average 2026 flight price of £134 and accommodation price of £73. - Croatia showed an average 2026 flight price of £161 and accommodation price of £120. - Spain showed an average 2026 flight price of £130 and accommodation price of £123. - Brazil showed an average 2026 flight price of £1,016 and accommodation price of £81. - Mexico showed an average 2026 flight price of £834 and accommodation price of £186. - Thailand showed an average 2026 flight price of £701 and accommodation price of £60. - The consumer research was an online survey of 2,029 people in the UK conducted by WALR. - Fieldwork ran from Oct. 1 to Oct. 8, 2025. - The data followed MRS and ESOMAR guidelines. - The travel price analysis was based on KAYAK.co.uk and associated brands from March 1, 2026, to June 30, 2026, for travel dates between March 1, 2026, and Feb. 28, 2027. - Flight prices reflect average return fares in economy class departing from anywhere in the UK. - Accommodation prices reflect average rates for one night in a double room. - Prices may vary and may no longer be available.

Between the lines: - The research suggests younger men are becoming more open to mixing self-improvement and leisure travel. - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven and that this now includes traveling abroad for beauty treatments for many younger travelers. - The data also shows a practical barrier: 27% of respondents said traveling abroad for a beauty treatment has never crossed their mind. - Another 9% of male respondents said they would feel uncomfortable having a cosmetic procedure in a country where they do not speak the language. - A smaller 3% said they would choose to stay in the UK despite the higher cost. - The UK, Turkey, Hungary and Thailand remain destinations already familiar to British holidaymakers, which may make them easier entry points for beauty travel.

What's next: - Travel brands may test more bundled offers that pair cosmetic procedures with accommodation, transport and loyalty rewards. - KAYAK is positioning its search tools around helping travelers compare the full cost of this kind of trip before booking. - The company’s travel expert said KAYAK helps users compare flights, accommodation and destinations in one place to understand total trip costs before deciding. - KAYAK is part of Booking Holdings (NASDAQ: BKNG) and operates as a travel search engine across flights, stays, rental cars and vacation packages.