Younger British men drive beauty tourism interest, KAYAK finds

New KAYAK research shows Gen Z and Millennial British men are more likely than women to consider traveling abroad for cosmetic treatments, with 24% already researching a trip. The trend could reshape both medical travel and holiday spending, especially as men say treatment discounts matter more than loyalty perks like miles.

Why it matters: - Beauty tourism is moving from a niche idea to part of the holiday decision for younger British men. - The shift could steer more travel spending toward destinations that bundle cosmetic procedures with flights, hotels and add-on perks. - The research points to price sensitivity at home and growing willingness to look overseas for lower-cost treatments.

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 a beauty treatment. - Nearly one in four, or 24%, are currently researching an overseas trip for cosmetic procedures. - The findings show younger British men are more open than women to traveling abroad for treatments they view as less affordable in the UK.

The details: - Among male travelers asked what they would value most from a loyalty program for cosmetic travel, 39% chose discounts on treatments. - Hotel room upgrades ranked second at 38%. - Airline miles came next at 30%. - Discounts on skincare products followed at 25%. - KAYAK compared average flight and accommodation prices for 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. - KAYAK based the price analysis on searches made on KAYAK.co.uk and its associated brands between March 1, 2026 and June 30, 2026 for travel between March 1, 2026 and February 28, 2027. - Flight prices reflect average return fares in economy class from anywhere in the UK. - Accommodation prices reflect average prices for one night in a double room. - Prices may vary and may no longer be available.

Between the lines: - The appeal is not just the procedure itself. - Men surveyed also appear to value the trip experience, with hotel upgrades and airline miles ranking alongside treatment discounts. - That suggests beauty travel is being sold, and perhaps understood, as a packaged lifestyle purchase rather than a single medical expense. - Some resistance remains, which could slow broader adoption. - 27% of respondents said the idea of 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. - Rachel Mumford, UK Travel Expert at KAYAK, said travel has become increasingly purpose-driven for younger travelers and now includes beauty treatments abroad. - Mumford added that KAYAK helps travelers compare flights, accommodation and destinations in one place so they can understand the full cost before deciding.

What's next: - KAYAK’s data suggests travel companies and cosmetic providers may continue packaging treatment, hotel and flight options for younger male travelers. - Destinations already popular with British holidaymakers, including Turkey, Hungary and Thailand, are likely to remain central to the trend. - The broader market will depend on whether lower overseas prices outweigh language concerns and comfort with treatment abroad.

The bottom line: - Younger British men are increasingly treating cosmetic procedures as a reason to travel, and they are shopping the trip like any other vacation.