New research and booking data suggest consumers are taking a more spontaneous approach to beauty appointments, both at home and while travelling overseas
Almost half of beauty and wellness appointments are booked less than 24 hours in advance, according to new data released by Treatwell.
The booking platform reported that 47% of appointments are made within 24 hours, despite separate consumer research finding that more than half of UK adults consider themselves organised holiday planners.
The findings point to a gap between how consumers describe their planning habits and how they book beauty treatments in practice, with last-minute appointments continuing to play a significant role in the UK beauty market.
Nearly half of appointments are booked at the last minute
OnePoll research conducted among 2,000 UK adults aged 16 and over who had been on holiday found that 54% describe themselves as “Type A” travellers who prefer to plan ahead, while 11% identify as “Type B” holidaymakers who leave preparations until the last minute.
A further 30% said they fall somewhere between the two.
However, Treatwell’s proprietary booking data found that 47% of all appointments are booked within 24 hours, indicating that many consumers may take a more spontaneous approach to beauty bookings than they realise.
More than half of appointments (52%) are also booked outside standard working hours, with Sunday evenings emerging as a particularly popular time for consumers to arrange treatments ahead of the coming week.
Nail, waxing and brow services remain among the most common last-minute beauty bookings.
Pedicure bookings increase by 13% heading into summer, while manicure bookings rise by 11%, according to the platform’s data.
Holiday beauty treatments move beyond pre-travel preparation
The average Brit spends six hours preparing for a holiday, balancing beauty treatments such as waxing, manicures, facials and spray tans with packing and other travel arrangements.
However, beauty appointments are increasingly being booked during the holiday itself rather than completed before departure.
Two thirds (66%) of travellers said they now have beauty treatments while on holiday, with lower prices and having more time to relax among the reasons given.
More than one in five respondents (21%) said they had missed a treatment before travelling because they felt rushed. More than one in 10 said they would prefer to book a treatment after arriving at their destination rather than fit it in before departure.
Overall, 88% of respondents said they had booked, or would consider booking, a beauty treatment while abroad.
Italy was the destination where consumers were most interested in booking treatments, selected by 25% of respondents. This was followed by Spain at 23%, and France and Turkey at 20% each.
Italy leads overseas beauty bookings from UK travellers
Treatwell’s booking figures suggest that interest in holiday beauty treatments is already translating into appointments.
Italy accounts for 21% of UK cross-border bookings made through the platform across its seven largest European markets, making it the most-booked overseas destination for UK customers.
France represents 18% of cross-border bookings, followed by Germany at 17%, and Spain and Lithuania at 15% each.
Greece recorded the fastest year-on-year growth in UK bookings, rising by 38%. Bookings in Portugal increased by 23%, while Lithuania saw growth of 5%.
Almost one in 20 (5%) UK-origin bookings made through Treatwell during the past year took place overseas rather than in the UK.
Nail services were the most frequently booked treatment category among UK travellers in six of the platform’s seven largest European markets. Lithuania was the exception, where hair appointments ranked first.
Which beauty treatments do travellers want to book abroad?
Manicures and pedicures were among the treatments travellers were most interested in booking overseas, selected by 18% of respondents.
Turkish baths and facial treatments, including spa facials, chemical peels and LED light therapy, were also selected by 18%, while 17% expressed interest in hot stone massage.
Other treatments appearing in the survey’s top 20 included body scrubs, aromatherapy massage, hair and scalp treatments, reflexology, hammam massage, acupuncture and eyebrow threading.
The findings suggest that travellers are interested in a combination of familiar maintenance treatments and services associated with particular destinations.
Having more time while away was cited by 28% of respondents as a factor that makes beauty appointments more appealing.
Quality, trust and hidden costs remain barriers
Despite growing demand for beauty treatments abroad, some travellers remain concerned about selecting an overseas salon or spa.
A third (33%) said they worry about the quality of treatments abroad, while 25% said they do not know which venues to trust. Almost a quarter (23%) were concerned about hidden costs.
Professional-looking premises would encourage 33% of respondents to make a booking, while 33% were attracted by prices lower than those in the UK.
Trusted customer reviews were important to 32%, and 31% said they wanted access to verified reviews before committing to an appointment.
Alessandro Frau, UK chief executive of Treatwell, said, “Holiday beauty prep doesn’t have to happen before you leave home anymore. As our customers’ habits evolve, we’re evolving with them, making it easier to discover and book trusted beauty services wherever they are in Europe.
“Whether you’re planning ahead or booking from your sun lounger, Treatwell gives you the same seamless experience, verified reviews and quality partners you trust at home. So everyone is treated like a local.”
Treatwell launches international booking experience
Treatwell has introduced an international booking experience allowing customers to search, compare and book beauty and wellness venues across Europe in English through its existing app.
The platform marked the launch on July 22 with its “No Shame In Being Type B” campaign and an activation at London Victoria station.
A team of beauty professionals appeared at the Gatwick Express terminal carrying signs aimed at travellers who had not completed their beauty preparation before leaving for their holidays.
The activity was designed to highlight the rise in last-minute appointments and the growing number of UK consumers booking beauty and wellness services after travelling overseas.
Methodology: Consumer research was conducted by OnePoll among 2,000 UK adults aged 16 and over who had been on holiday. The survey took place between June 30 and July 6, 2026. Booking figures are based on Treatwell internal data covering 2025–2026.
