Younger British men are driving a rise in beauty tourism, KAYAK finds

New KAYAK research says Gen Z and Millennial British men are more likely than women to consider traveling abroad for cosmetic treatments, with nearly one in four already researching a trip. The findings point to a growing market for medical-style holidays, especially in lower-cost destinations such as Turkey, Hungary and Thailand.

Why it matters: - Beauty tourism is moving from a niche idea to part of the holiday decision for younger British men. - The trend could shift demand toward destinations and travel packages that bundle treatment, flights and hotels. - Lower overseas prices are a key driver, especially for people who see cosmetic procedures as less affordable in the UK.

What happened: - KAYAK research found 57% of surveyed Gen Z and Millennial British men 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. - The survey also found younger British men are more open than women to combining travel with beauty treatments.

The details: - Among men who travel for cosmetic treatments, 39% would most value discounts on treatments in a loyalty program. - Hotel room upgrades came next at 38%. - Airline miles ranked at 30%. - Discounts on skincare products ranked at 25%. - KAYAK compared average 2026 flight and accommodation prices across countries known for aesthetic and cosmetic services. - Turkey averaged £228 for a flight and £99 for accommodation. - South Korea averaged £752 for a flight and £87 for accommodation. - Hungary averaged £202 for a flight and £107 for accommodation. - The Czech Republic averaged £137 for a flight and £85 for accommodation. - Poland averaged £134 for a flight and £73 for accommodation. - Croatia averaged £161 for a flight and £120 for accommodation. - Spain averaged £130 for a flight and £123 for accommodation. - Brazil averaged £1,016 for a flight and £81 for accommodation. - Mexico averaged £834 for a flight and £186 for accommodation. - Thailand averaged £701 for a flight and £60 for accommodation. - Rachel Mumford, UK travel expert at KAYAK, said younger travelers are increasingly booking trips with a purpose, including beauty treatments abroad. - Mumford said KAYAK aims to help travelers compare flights, accommodation and destinations in one place so they can understand the full cost before deciding. - The consumer research was based on an online survey of 2,029 people in the UK by WALR. - Fieldwork took place Oct. 1-8, 2025. - The research followed MRS and ESOMAR guidelines. - The price analysis used KAYAK.co.uk and related brand searches made between March 1 and June 30, 2026, for travel between March 1, 2026 and Feb. 28, 2027. - Flight prices were average return fares in economy class from anywhere in the UK. - Accommodation prices were average one-night rates for a double room.

Between the lines: - The data suggests beauty travel is becoming less about a single procedure and more about the overall experience. - Loyalty perks matter, which points to a broader travel-and-wellness package rather than a standalone medical booking. - Price remains a major hurdle, but the survey shows a meaningful share of men have not considered the option at all or feel uneasy about treatment abroad. - 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 stay in the UK despite the higher cost.

What's next: - KAYAK’s findings suggest more travelers may start comparing treatment costs alongside airfare and hotel prices before booking. - Destinations with lower total trip costs are likely to stay competitive with British travelers looking for cosmetic services abroad. - Travel platforms and providers may increasingly market beauty tourism as part of broader leisure travel.

The bottom line: - Younger British men are emerging as a key audience for beauty tourism, and cost comparison is turning cosmetic travel into a planning decision as much as a personal one.