Brits drive surge in European beauty‑tourism bookings

A Treatwell‑commissioned survey of 2,000 UK holidaymakers found that two‑thirds describe themselves as “pamper tourists”. The most desired treatments overseas are manicures or pedicures, followed by Turkish baths and facials. One‑third would book abroad if cheaper, and 28% say extra leisure time on holiday encourages them to do so.

Treatwell data show that 5% of all UK bookings on its platform are made overseas, with nails topping the category in six of its seven largest European markets. Italy accounts for the largest share of cross‑border bookings (21%), ahead of France (18%), Germany (17%), Spain (15%) and Lithuania (15%). Greece is the fastest‑growing market, up 38% year‑on‑year, with Portugal and Lithuania also seeing strong growth. CEO Alessandro Frau said the company is making it easier for travellers to discover and book trusted beauty services wherever they are in Europe.