Glowcation 2026: The Beauty and Wellness Travel Trend Reshaping Holidays, What You Need To Know

The year 2026 brings a new definition to holidays, marking the rise of Glowcation, where travellers focus on rejuvenation, skincare, and beauty treatments as a central part of their holiday experiences. Young travellers today develop their travel plans based on skincare practices, luxury spa experiences, facial treatments and beauty product shopping, which earlier generations considered wellness to be an optional activity. The travel trend shows a major change in our holiday practices because it combines relaxation with self-improvement activities.

Glowcation: A New Approach to Holiday Travel

Glowcation describes a travel experience that is as much about beauty and wellness as it is about leisure. Rather than focusing solely on cultural exploration or sightseeing, many modern holidays are designed to offer visible results, from clear skin to improved mental wellbeing. According to recent data from Skyscanner, over half of all travellers now seek beauty and wellness-related activities during their holidays, with 38 percent of Gen Z actively planning beauty treatments and skincare shopping during their travels. This trend highlights a broader shift in travel, where the focus is no longer just on getting away, but on self-investment and wellbeing.

Unlike previous generations, where such activities were reserved for an occasional indulgence, Glowcation focuses on skin health, holistic healing, and long-term wellness. For the Gen Z traveller, glowing skin and rejuvenation are as important as snapping photos or collecting souvenirs.

The Impact of Beauty on Travel Decisions

Beauty-driven travel has become a primary motivation for destination choices. No longer just an afterthought, beauty and wellness treatments are now central to travel itineraries. Research from various sources confirms that 50 percent of travellers engage with local beauty cultures during trips, exploring local skincare rituals, beauty products, and treatments that are unavailable in their home countries. This demand is particularly evident in regions known for their advanced dermatology, spa therapies, and traditional healing practices.

Glowcation Destinations: Where Beauty Meets Travel

The growing trend has given rise to a new type of destination, Glowcation hotspots, where travellers seek both relaxation and rejuvenation. Some of the most popular destinations for this movement include:

South Korea, particularly Seoul, is renowned for its K-beauty culture, where travellers indulge in advanced facials and personalised skincare consultations. Known for its skincare innovations, Seoul has become the ultimate destination for beauty aficionados.
France, a favourite for its pharmacy skincare culture, draws beauty tourists to explore iconic Parisian pharmacies. These pharmacies offer exclusive beauty products and skincare treatments, which are often unavailable outside of France.
Italy’s Tuscany and Umbria have long been famous for their thermal spas. These natural mineral springs attract wellness seekers looking to blend relaxation with holistic healing in a serene setting.
Kerala, India, offers Ayurvedic wellness that attracts travellers seeking healing through traditional Ayurveda therapies. The region’s emphasis on natural treatments and rejuvenation has made it a go-to destination for wellness tourists.
In the United States, luxury hotels are now providing sleep-focused suites and wellness-led dining, meeting the demand for more personalised and restorative travel experiences.

Technological Integration in Glowcations

Glowcations are not just about traditional wellness; they also incorporate cutting-edge technology. Travellers increasingly seek AI-powered skin analysis, microbiome diagnostics, and hydration therapies. These innovations, combined with ancient wellness rituals, create a personalised and results-driven experience. Many travellers are now looking for personalised beauty plans that provide long-term results, rather than just temporary relaxation.

Why Gen Z is Driving This Change

Gen Z, a group of travellers who prioritise personal care and visible beauty results, is significantly driving this trend. 38 percent of Gen Z travellers plan to engage in skincare treatments or beauty shopping abroad, a stark contrast to only 20 percent of Baby Boomers who share the same intent. This younger demographic not only seeks transformative beauty experiences but also sees glowing skin as a cultural asset, integral to their social media presence. This desire for visible change underscores how Glowcation is reshaping how holidays are planned and enjoyed.

The Future of Travel is Beauty-Centric

The rise of Glowcation signals a clear shift in how people approach travel. In 2026, more travellers are designing holidays around their skincare goals, holistic healing, and beauty regimens. These travellers want more than just relaxation; they seek lasting rejuvenation that aligns with their lifestyle choices. Whether it’s advanced beauty treatments in Seoul, thermal spas in Italy, or Ayurvedic retreats in Kerala, Glowcation destinations are offering transformative experiences that blend wellbeing with luxury.

As the demand for beauty-driven travel continues to grow, Glowcation establishes itself as a permanent travel method which focuses on visible wellness and self-care. The upcoming travel experience will allow people to use their vacations as direct routes to achieve personal growth and complete body restoration.

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