Suitcases now leave room for serums and sheet masks, as glowcations, a travel trend centered on skincare and beauty treatments, appear on travel plans. The interest in the concept is rising among younger travelers, with about 38% of Gen Z planning to seek out beauty treatments and skincare stores while traveling this year. These trips pair travel with self-care routines while giving visitors access to treatments and services that may not be easily available at home.
Glowcation itineraries often place beauty appointments alongside traditional sightseeing plans, with about 45% of travelers reporting they have tried beauty treatments abroad. Travelers book professional skincare treatments, aesthetic clinic services and quick cosmetic touch-ups during their trips, keeping their skincare routines intact even during long days of travel.
Beauty routines influence travel
Glowcations enter travel plans as more travelers organize trips around skincare treatments, wellness routines and beauty-focused experiences. Beauty-related shopping plays a major role during these trips, with 53% of travelers purchasing cosmetics, fragrance or skincare products at airport duty-free stores and 48% visiting well-known local beauty retailers.
Travelers cite several reasons for adding these activities to their plans, with half saying they want to experience beauty practices tied to the destination. These experiences often serve practical purposes for travelers, with 47% treating them as part of self-care routines during travel and another 45% seeking products that are difficult to find at home.
Skincare treatments during glowcations
Many travelers plan itineraries that include skincare services in popular destinations. Facial treatments often appear first on the schedule, with options such as hydrating facials, oxygen therapy, LED light treatments and deep cleansing services designed to refresh the skin during a short stay.Â
Some visitors also seek advanced cosmetic procedures from clinics that offer treatments such as microneedling, laser skin renewal and radiofrequency tightening for travelers who want professional care during their trip. Injectable services such as Botox or dermal fillers also attract visitors because the appointments are brief and recovery time is limited, which allows travelers to continue their plans afterward.
Local wellness traditions add another layer to these beauty-centered trips. In Mexico, some travelers book temazcal steam lodge sessions tied to traditional healing practices, while European spa towns attract visitors with mineral water therapies long associated with regional wellness culture.
Global hubs for glowcations
Several destinations have become key stops for travelers planning glowcations, where skincare services, wellness traditions and specialty cosmetic products are a part of the experience. In the United States, luxury hotels have expanded wellness offerings with sleep-focused suites and dining programs designed to support rest and recovery during a stay. South Korea appeals to visitors interested in advanced skincare services, where clinics in cities such as Seoul provide detailed skin analysis along with laser treatments and dermatology procedures.
Japan attracts travelers with precision skincare technology and established cosmetic brands, while traditional onsen bathing remains a well-known wellness practice. France also stands out for its pharmacy skincare culture, with Parisian pharmacies offering specialty cosmetic products often difficult to find outside the country.
Recovery becomes part of the itinerary
Many travelers who plan their glowcations leave time in their schedules for the body to recover after cosmetic services. Some people arrange extra days before returning home so the skin can settle after receiving treatments during the trip. During this period, daily plans remain light, with visitors spending afternoons by the pool, taking short walks or enjoying quiet evenings rather than following packed sightseeing schedules.
Self-care routines also continue throughout the stay, with many travelers paying close attention to sun protection by using dermatologist-recommended SPF formulas designed for post-treatment care. Wide-brim hats, shaded terraces and covered outdoor lounges, which many hotels and resorts include among their guest amenities, also appeal to glowcation travelers.
Self-care inspires travel plans
Glowcations align with travel plans built around personal interests instead of traditional sightseeing lists. Beauty services, spa traditions and cosmetic treatments appear alongside food tours and cultural visits as reasons travelers choose a destination. This continued demand may lead more travel companies and hospitality groups to expand offerings tied to skincare and wellness.
Jennifer Allen is a retired chef turned traveler, cookbook author and nationally syndicated journalist; she’s also a co-founder of Food Drink Life, where she shares expert travel tips, cruise insights and luxury destination guides. A recognized cruise expert with a deep passion for high-end experiences and off-the-beaten-path destinations, Jennifer explores the world with curiosity, depth and a storyteller’s perspective. Her articles are regularly featured on the Associated Press Wire, The Washington Post, Seattle Times, MSN and more.
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