Two Thirds of Travellers Are 'Pamper Tourists' Seeking Beauty Abroad

Two thirds of travellers are ‘pamper tourists’ who enjoy beauty treatments abroad, finding them cheaper and less time-pressured than in the UK. A study of 2,000 holidaymakers revealed that a manicure or pedicure is the most desired treatment, followed by a Turkish bath and a facial. Massages, hair treatments, and fish pedicures also feature in the top 20.

Why Travellers Choose Beauty Abroad

A third would book a treatment if it were cheaper than in the UK, while 28% cite having more time on holiday. Over one in ten would book abroad to avoid squeezing in beauty prep before travelling. The research, commissioned by Treatwell for its ‘No Shame in Being Type B’ campaign, celebrates holidaymakers who don’t panic if beauty prep doesn’t happen pre-flight.

Treatwell’s ‘beautician brigade’ took over London Victoria, lining the Gatwick Express terminal concourse with signs as a love letter to those with a last-minute approach to holiday beauty.

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Booking Trends and Top Destinations

Alessandro Frau, Treatwell’s UK CEO, said: “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.”

Data from Treatwell shows that 5% of all UK bookings on the platform are made overseas. Nails are the most popular treatment booked by British travellers abroad, ranking first in six of the brand’s seven largest European markets, only beaten by hair in Lithuania.

Italy is the top overseas destination for UK travellers booking beauty treatments, accounting for 21% of all cross-border bookings among those countries, ahead of France (18%), Germany (17%), Spain (15%), and Lithuania (15%). Greece is the fastest-growing market, with UK bookings up 38% year-on-year, while Portugal (+23%) and Lithuania (+5%) also saw growth.

Barriers and Traveller Types

However, barriers remain: 33% worry about treatment quality abroad, 25% are unsure which venues to trust, and 23% fear hidden costs. The research also found that UK travellers are split between meticulous planners and last-minute holidaymakers: 54% describe themselves as Type A planners, while 11% identify as Type B, leaving things until the last minute. On average, travellers spend just under six hours preparing for a trip.

Alessandro Frau 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.”