Two thirds of travellers are pamper tourists seeking beauty treatments abroad for savings

Two thirds of travellers are ‘pamper tourists’ and enjoy beauty treatments abroad – as it’s cheaper and they have more time than in the UK.

A study of 2,000 holidaymakers found a manicure or pedicure is the treatment they would most like to have while away, followed by a Turkish bath and a facial. Massages, hair treatments and even fish pedicures are also among the top 20.

A third would be tempted to book a treatment if it was cheaper than the UK, while 28% would consider it as they have more time than usual while on holiday. But more than one in 10 would book one in their destination to avoid having to squeeze it in before travelling.

The study was commissioned by Treatwell as part of its ‘No Shame in Being Type B’ campaign, celebrating holidaymakers who don’t panic if their beauty prep doesn’t happen before take-off.

Its ‘beautician brigade’ took over London Victoria, lining the concourse of the Gatwick Express terminal with signs acting as a love letter to those who have an unapologetically last-minute approach to holiday beauty prep.

The brand’s UK CEO, Alessandro Frau, 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.”

The research came after data from Treatwell revealed 5% of all UK bookings made on the beauty and wellness booking platform were made overseas rather than at home.

Nails are the most popular treatment booked by British travellers overseas, ranking as the number one category in six of the brand’s seven biggest European markets – only pipped by hair in Lithuania.

Italy is the overseas destination 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 countries. This was ahead of France (18%), Germany (17%), Spain (15%) and Lithuania (15%).

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

But there are some barriers to booking a treatment abroad, 33% worried about treatment quality abroad, 25% unsure about which venues to trust and 23% fearing hidden costs.

It comes after the research found UK travellers are split between meticulous planners and last-minute holidaymakers, with 54% describing themselves as Type A traveller who likes to plan ahead. But 11% proudly identify as Type B, leaving things until the last minute, 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 visa 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.”