Younger British men are driving a rise in beauty tourism

New KAYAK research finds Gen Z and Millennial British men are more open than women to traveling abroad for cosmetic treatments, with nearly one in four already researching a trip. The findings suggest beauty procedures are becoming part of the holiday decision for some travelers, even as cost, language and comfort concerns still hold others back.

Why it matters: - Beauty travel is shifting from a niche trend into a trip-planning factor for younger British men. - The research suggests price pressure at home is pushing some travelers to consider cosmetic procedures abroad. - The trend could influence where people go, what they spend on, and how they book flights, hotels and treatment packages.

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, or 24%, said they are currently researching an overseas trip for cosmetic procedures. - The research also found younger British men are more open than women to traveling abroad for treatments they see as less affordable in the UK.

The details: - Among male travelers, 39% said the most valuable loyalty-program benefit would be discounts on treatments. - Hotel room upgrades ranked next at 38%. - Airline miles followed at 30%. - Discounts on skincare products came in 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 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. - KAYAK said the prices were based on searches 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. - The flight figures reflect average return economy fares departing from anywhere in the UK. - The accommodation figures reflect average prices for one night in a double room. - KAYAK said prices may vary and may no longer be available.

Between the lines: - Rachel Mumford, UK travel expert at KAYAK, said travel has become increasingly purpose-driven and now includes beauty treatments for many younger travelers. - The same data shows the opportunity is not universal. - 27% of respondents said overseas beauty treatment had never crossed their mind. - 9% of male respondents said they would feel uncomfortable getting a cosmetic procedure in a country where they do not speak the language. - 3% said they would prefer to stay in the UK despite the higher cost. - That split suggests affordability is a major driver, but trust and convenience still matter.

What's next: - KAYAK says its flight, hotel and destination comparison tools can help travelers assess the full cost of a beauty trip before booking. - The continued rise of purpose-driven travel could keep pushing more consumers to bundle treatment, transport and accommodation into one overseas purchase. - More information is available through KAYAK's travel search platform.

The bottom line: - Younger British men are increasingly treating cosmetic procedures as part of the holiday experience, and KAYAK's research shows price-sensitive travelers are looking abroad to make that possible.