Glowmads – why this travel trend is popular

K-pop blares, free facial serums are pressed into your eager hands, and no one bats an eye. Just a normal day in Myeongdong, Seoul’s ultimate shopping playground.

If this description has intrigued you, then you’re one of the growing crowd who are travelling, focusing on beauty and self-care.

So, what is this travel trend called glowmads?

Glowmads is planning trips with beauty, self-care and wellness in mind. Glowmad travellers are seeking a travel experience that isn’t just about sightseeing. They want transformation and aesthetic experiences to be the focus of the trip.

This travel trend is not just for the young either. All generations – Baby Boomers, Gen X, Millennials, Gen Y, Gen Z and all genders are increasingly embracing glowmads travel to have an experience that rejuvenates and feeds the soul. Beauty and wellness tourism.

The global interest in self-care, beauty and wellness has exploded thanks to social media. Everyone wants the elixir of youth.

According to Skyscanner, Glowmads travel is one of the top travel trends for 2026.

Beauty-led travellers are designing journeys around skincare rituals, spa experiences and travelling to destinations that offer rejuvenation.

Skyscanner Report 2026

A glowmad trip starts with inspiration. Where are you travelling to?

Are you staying at a spa retreat, or spa hotel? If beauty and wellness are on the agenda, check whether your accommodation has spa or wellness facilities.

I always select a hotel with a spa. After a busy day of exploring or shopping, it’s amazing to be pampered with a facial, massage or other beauty treatment. Bliss!

So, what activities are going to do on the trip?

The major activities on your glowmads trip will be:

• Beauty and wellness treatments

Glowmads trips include beauty and wellness treatments such as facials, manicures, pedicures, massages and others.

• Shopping

You have come to one of the beauty meccas, so this is your chance to stock up on beauty products at bargain basement prices.

So, what are some of the top travel destinations to make this Glowmads dream a reality?

The spa and wellness industry in Bali Indonesia has experienced significant growth since 2023. There are about 400 spas so you can have a highly affordable holiday while experiencing the best spa and wellness treatments in Indonesia.

Book your Bali spa hotel with Booking.com

The Korea beauty industry is booming and is a major drawcard for beauty obsessed travellers. If you want to get high quality beauty products at the fraction of the normal cost, South Korea is a must visit destination.

Did you know that the Japanese go to South Korea to buy beauty products? Be like the Japanese, head to Seoul!

Book your flight to Seoul South Korea with Trip.com

Thailand has built a whole industry on beauty and medical tourism. If you are after beauty treatments or cosmetic enhancements, this is the destination.

The cost of treatments is extremely low compared to other countries so is a popular place to indulge in beauty and wellness.

Book your Thailand spa hotel with Booking.com

Vietnam is another popular destination for cheaper spa and wellness treatment in Asia.

I stayed at the Harmony Saigon Hotel & Spa in Ho Chi Minh City in Vietnam and the service was amazing. The prices are rock bottom so you can afford to have a beauty treatment daily.

Book Harmony Saigon Hotel & Spa with Booking.com

People consider the Blue Lagoon in Iceland to be one of the top 25 wonders of the world. If you want to visit the ultimate spa retreat in the world, head to the Blue Lagoon.

Book your ticket to the Blue Lagoon with Viator.

Here are some tips to make your glowmad trip the best one yet.

Research destinations that are known for beauty and have wellness as part of their culture.

Don’t over pack and make sure you have plenty of spare room for beauty products. If you go somewhere like South Korea, you will get many beauty freebies (I guarantee it!), and you’ll need somewhere to put them, so pack light.

Make sure you book in advance for any beauty or spa treatments. It’s no guarantee that there will be availability to book when you arrive. You don’t want to miss out!

As with any travel you do, be open to new experiences. If the beauty treatments differ from what you are used to, go with the flow. Embracing other cultures is part of the experience.

It’s never been a better time to be skincare obsessed.

Suggested posts:

Is travelling the ultimate secret to slowing down aging?

Medical tourism – what it is and why is it popular?

Blue Lagoon Iceland – the ultimate wellness retreat