London, 23 July 2026 – The trend of beauty tourism is seeing a shift towards male travellers. According to a recent study conducted by travel search engine KAYAK, younger British men are more open to travelling abroad for beauty treatments that may be less affordable in their home country. In fact, 57% of Gen Z and Millennial men surveyed stated that they have either already taken or would consider taking such a trip. Additionally, 24% of them are currently researching overseas trips for cosmetic procedures.
The allure of beauty treatments abroad goes beyond just the treatments themselves. For British men, the trip itself is seen as part of the overall beauty experience. In a survey asking what they would value most from a loyalty program for cosmetic travel, 39% of male travellers chose discounts on treatments as their top priority. This was followed by hotel room upgrades (38%), airline miles (30%), and discounts on skincare products (25%).
When it comes to popular destinations for beauty tourism, countries such as Turkey, Hungary, and Thailand, which are already popular with British holidaymakers, top the list. In order to help travellers compare travel costs, KAYAK analyzed average flight and accommodation prices in these countries for 2026.
As per the study, Turkey has an average flight price of £228 and an average accommodation price of £99. South Korea follows with an average flight price of £752 and an average accommodation price of £87. Hungary and the Czech Republic have average flight prices of £202 and £137, respectively, with accommodation prices of £107 and £85. Poland and Croatia also make the list, with average flight prices of £134 and £161, and average accommodation prices of £73 and £120, respectively. Spain has an average flight price of £130 and an average accommodation price of £123, while Brazil has an average flight price of £1016 and an average accommodation price of £81. Mexico and Thailand complete the list with average flight prices of £834 and £701, and average accommodation prices of £186 and £60, respectively.
Rachel Mumford, UK Travel Expert at KAYAK, explains, “Travel has become increasingly purpose-driven, and for many younger travellers, that now includes travelling abroad for beauty treatments. At KAYAK, we aim to make travel planning easier by providing a one-stop platform for comparing flights, accommodations, and destinations, allowing travellers to understand the full cost of a trip before making a decision.”
Despite the growing interest in beauty tourism among British men, some still have reservations. The study showed that nearly three in 10 respondents (27%) have not considered travelling abroad for a beauty treatment. Additionally, 9% of male respondents stated that they would feel uncomfortable undergoing a cosmetic procedure in a country where they do not speak the language. 3% explicitly stated that they would choose to stay in the UK, despite the higher cost.
The research was conducted through an online survey by WALR among 2,029 people in the UK. The data collection adhered to MRS (Market Research Society) and ESOMAR guidelines to ensure ethical and accurate data collection.
The flight and accommodation prices used in the study were based on searches made on KAYAK.co.uk and its associated brands between 01.03.2026 and 30.06.2026 for travel between 01.03.2026 and 28.02.2027. The flight prices are average prices for return flights in economy class, departing from anywhere in the UK. The accommodation prices are average for one night in a double room. Prices may vary and may no longer be available.
About KAYAK
KAYAK, a part of Booking Holdings (NASDAQ: BKNG), is a leading travel search engine that helps people find their perfect flight, stay, rental car, and vacation package. Trusted by millions of travellers, the KAYAK app makes travel planning seamless on iOS and Android. Additionally, they also support business travellers with their corporate travel solution.
