Every year, we hear about newer and newer travel trends—from digital nomads to noctourism (stargazing and nighttime exploration), coolcationing (escaping the heat for cooler climates), and set-jetting (visiting filming locations). Now, there’s apparently a new trend on the horizon—one that leans toward self-care, or perhaps a touch of narcissism. Glowmads is a 2026 travel trend representing travellers who combine wanderlust with beauty, skincare, and wellness.
According to a Skyscanner report, many Gen Z travellers are reportedly planning trips specifically for beauty purposes. Travel used to be about adventure; now it’s about contouring. Glowmads are proving that the world is best explored with a face mask, a facial, and a carefully curated selfie. Here’s a closer look.
Much like an offshoot of wellness travel, the trend is based on ultimate glow-up—beauty, skincare, and overall wellness. This style of travel, dubbed “glowcations,” emphasises indulging in the best spa retreats, discovering local beauty products, and visiting destinations renowned for transformative wellness rituals.
According to reports, 2026 will see skincare and beauty rituals move beyond social media, influencing travel in many ways for some. Think in-flight skincare routines, seeking out local beauty treasures, and making stops at cult-favourite shops in destinations.
Beauty-Focused Journeys: Trips are planned around skincare and beauty rituals, from indulging in luxurious hotel spas to visiting destinations like Seoul, Tokyo, or Paris for coveted “glass-skin” treatments.
Glowcations: The aim is to return home feeling rejuvenated, with experiences that are holistic, healing, and restorative.
Integrated Wellness: Glowmad travel goes beyond skincare, embracing practices such as Ayurveda in Kerala, yoga in Rishikesh, or spiritual cleansing rituals like Melukat in Bali.
Beauty Shopping: Hunting for local, niche beauty products and cult-favourite stores is central, turning shopping into a key part of the journey.
The statistics speak for themselves: 38 percent of Gen Z travellers plan to seek out beauty treatments and skincare stores while travelling in 2026, compared with just 20 percent of Baby Boomers. These figures come from Reddit Internal, powered by Community Intelligence, Global (June 2024–June 2025 vs June 2023–June 2024).
Reports from Skyscanner also highlight that 53 percent of travellers shop duty-free for make-up, fragrances, and skincare—no surprise there, as this has long been a popular practice. Meanwhile, around 48 percent visit local cult beauty stores, and 45 percent have tried beauty treatments abroad.
Unlike traditional spa trips, these journeys often feature targeted, technology-driven treatments aimed at visible skin transformation.
Top destinations for 2026 reflect this trend. In South Korea, travellers seek out K-beauty, cult beauty stores, and advanced skin treatments. Paris is renowned for its specialised French pharmacy skincare products, while Kerala in India offers immersive Ayurveda and holistic healing retreats. In Italy, regions such as Tuscany and Umbria attract visitors to their natural, mineral-rich thermal springs. Meanwhile, in the USA, luxury hotels offer specialised sleep-optimisation suites and wellness-focused gastronomy experiences.
Glowmad travellers are embracing skincare in the air and on the move, using compact, multi-functional, TSA-approved products to keep skin hydrated and protected. Face mists, serums, and sheet masks help combat the low humidity found in airplane cabins, ensuring a fresh, glowing complexion upon arrival. This trend has also boosted the popularity of travel-sized kits, solid skincare bars, and multi-tasking products such as SPF-infused tinted moisturisers, making effective skincare both convenient and portable.
Glowmad travel is being driven primarily by Gen Z and Millennials who are planning beauty-focused trips in 2026. Frequent travellers and globetrotters, whose work or lifestyle involves constant movement, also embrace the trend, seeking efficient yet effective skincare solutions to prevent breakouts and dryness on the go.
And, of course, beauty influencers amplify the phenomenon, sharing in-flight skincare routines and “what’s in my bag” content on social media, while skincare enthusiasts and wellness tourists pursue local, high-quality, or unique products not available at home, making beauty a key part of their travel experience. Basically, if your suitcase isn’t half spa kit and half souvenirs, are you even travelling in 2026?
What is a Glowmad?
A Glowmad is a traveller who combines wanderlust with beauty, skincare, and wellness, planning trips around treatments, spas, and self-care experiences.
What is a glowcation?
A glowcation is a trip focused on achieving glowing, healthy skin and overall wellness, often involving spa retreats, skincare rituals, and holistic practices.
Which destinations are popular for glowcations?
Popular destinations include Seoul for K-beauty, Paris for French pharmacy skincare, Kerala for Ayurveda, Tuscany/Umbria for thermal springs, and luxury US hotels offering wellness suites.
Who is most likely to take glowcations?
Gen Z and Millennials lead the trend, along with frequent travellers, beauty influencers, and wellness enthusiasts seeking unique skincare and self-care experiences abroad.
Why are glowcations becoming popular?
They combine travel, self-care, and the desire for visible results in skincare, turning trips into holistic experiences that rejuvenate both body and mind.