Beauty, Wellness, and Travel: Meet the Glowmads

What if your next vacation is coming home with healthier skin, a refreshed mind, and a glow that lasts long after your flight lands? For some travelers, a memorable souvenir is a facial treatment booked in Seoul, a scalp spa in Tokyo, or a skincare product discovered at a local pharmacy. This travel behavior has been given a new name: Glowmads.

Coined in Skyscanner's Travel Trends 2026 report, Glowmads refers to travelers who incorporate beauty and wellness experiences into their itineraries. Their trips may include visiting skincare clinics, shopping for local beauty products, experiencing destination-specific wellness rituals, or simply maintaining beauty routines while on the move.

Several recent examples illustrate the trend in practice. In 2025, Kim Kardashian visited South Korea and documented her experience at a Seoul aesthetics clinic, drawing widespread attention to the country's advanced cosmetic treatments and reinforcing Seoul's reputation as a beauty destination.

Beauty-focused travel also extends beyond cosmetic procedures. Gwyneth Paltrow, for example, has frequently shared her visits to wellness retreats such as Palazzo Fiuggi in Italy, where programmes combine nutrition, spa therapies, and longevity-focused treatments. These trips reflect another side of Glowmads that travelers seeking beauty through holistic wellness experiences.

Consumer research suggests that these behaviors are becoming visible. According to Skyscanner's Travel Trends research:

• 37% of travelers say beauty activities are part of their self-care routine while travelling.

• 32% want to experience local beauty culture during their trips.

• 22% say TikTok and other social media platforms influence their beauty-related travel decisions.

For hotels, Glowmads represent an emerging guest preference. As travelers place greater value on beauty and wellness experiences, accommodation providers may find opportunities to strengthen their offerings through spa facilities, partnerships with skincare brands, wellness-focused packages, locally inspired beauty experiences, or thoughtfully selected in-room amenities. In destinations known for their beauty culture, hotels can also serve as a gateway by connecting guests with trusted local clinics, spas, retailers, and wellness experiences.

From discovering local skincare traditions to seeking wellness experiences that are closely connected to a destination, beauty is shaping how people experience the places they visit.