Beauty tourism booms as Brits seek cheaper treatments abroad

Two thirds of holidaymakers are 'pamper tourists', indulging in beauty treatments abroad where it's cheaper and they have more leisure time than back home in the UK.

A survey of 2,000 travellers revealed that a manicure or pedicure tops the list of desired treatments while on holiday, followed by a Turkish bath and a facial. Massages, hair treatments and even fish pedicures also feature in the top 20.

Why Brits book beauty treatments abroad

A third would be swayed to book a treatment if it was cheaper than in the UK, while 28% would contemplate it as they have more leisure time than usual while on holiday. However, over one in 10 would arrange one at their destination to avoid having to fit it in before jetting off.

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The survey was commissioned by Treatwell as part of its 'No Shame in Being Type B' campaign, which celebrates holidaymakers who don't fret if their beauty prep doesn't occur prior to departure.

Its 'beautician brigade' descended upon London Victoria, filling the concourse of the Gatwick Express terminal with signs serving as a love letter to those who unashamedly leave their holiday beauty prep to the last minute.

Treatwell data on cross-border bookings

The brand's UK CEO, Alessandro Frau, stated: "Holiday beauty prep doesn't have to happen before you leave home anymore. As our customers' habits evolve, we're evolving with them, making it easier to discover and book trusted beauty services wherever they are in Europe."

This research followed data from Treatwell revealing that 5% of all UK bookings made on the beauty and wellness booking platform were made abroad rather than at home.

Nails are the top treatment booked by British travellers overseas, ranking as the number one category in six of the brand's seven largest European markets - only beaten by hair in Lithuania.

Top destinations and obstacles

Italy is the foreign destination where UK travellers are most likely to book a beauty treatment on the beauty and wellness booking platform, with the Mediterranean country accounting for 21% of all cross-border bookings across those same nations. This placed it ahead of France (18%), Germany (17%), Spain (15%) and Lithuania (15%).

Greece is the fastest-growing of the seven, with UK bookings there rising 38% year-on-year, while Portugal (+23%) and Lithuania (+five%) also experienced steady growth.

However, there are some obstacles to booking treatment abroad, with 33% concerned about treatment standards overseas, 25% uncertain about which venues to trust and 23% worried about hidden charges.

This follows research revealing UK travellers are divided between meticulous planners and last-minute holidaymakers, with 54% describing themselves as Type A travellers who prefer to plan in advance. Yet 11% proudly identify as Type B, leaving arrangements until the eleventh hour, according to the research by OnePoll.

Despite this, it emerged the average traveller spends just under six hours preparing for a trip, juggling passports and visas to pet care and beauty treatments.

Alessandro Frau, from the beauty booking brand, added: "Whether you're planning ahead or booking from your sun lounger, Treatwell gives you the same seamless experience, verified reviews and quality partners you trust at home. So everyone is treated like a local."