According to Skyscanner’s 2026 Travel Trends report, 33% of global travelers want to experience local beauty culture. From inflight skincare routines to visits to iconic local beauty retailers to search out cult products, and try traditional and cutting-edge treatments, beauty is becoming part of the itinerary.
While a whip round a Seoul beauty megastore or hair spa is an obvious choice, the trend for Viking wellness practices might be a little more surprising.
Reports say Nordic mythology, ritual and wellness are informing sought-after treatments and retreats such as Eleven Deplar Farm at the edge of the Arctic Circle on Iceland’s north coast. Their Viking sauna includes guided breathwork, intense heat, plunges into glacial water, and chanting.
Expect to hear more about Aufguss, a traditional, multi-sensory group German sauna ritual. Led by an ‘Aufgussmeister’ who pours essential-oil-infused water onto the sauna’s hot stones they then use rhythmical towel movements to circulate the fragrant air around the sauna – in some cases a performance art in itself. It can also involve rounds of slushed ice balls being crushed over hot rocks, letting fragrance-infused steam rise before being manipulated by the towel movements. Sometimes accompanied by music, others let the sounds of the towel-waving dominate.
In Morocco, the traditional hammam is evolving, many offering high-end argan oil rituals, while Kerala in India is a key destination to experience traditional Ayurvedic treatments for healing, detox, and wellness.
Of course, luxury wellness resorts of all types are on the rise as we dip into new practices, switch off from busy lifestyles and hope to carry a bit of zen home with us.
Can’t get away? opportunities in city centres are also growing. The Mind Oasis is a chain of relaxation spas for city dwellers in London, Barcelona and Berlin. Check in for a ‘Brain massage treatment’ that combines breathwork, 4D sound and haptic vibration while lying in a fancy zero-gravity chair, and promises the relaxation of 2 hours’ sleep in just 30 minutes.
A more involved trip is the travel for an aesthetic overhaul with one or more treatments carried out. This could include medi-facials, popular in Korea, or more invasive plastic surgery such as body contouring or hair transplants, each fostering hot spots in places like South America, Thailand and Turkey.
Medical tourism comes with significant risks however, and it is sometimes difficult to ascertain the level of expertise and quality of care so it is crucial to make an informed decision on their destinations.
