According to a report by Skyscanner on trends for 2026, the term 'Glowmads' refers to a growing group of tourists who focus on skincare and beauty services during their travels, immersing themselves in local cultures through spa visits and testing regional cosmetic products. For these travelers, vacations are seen as an opportunity for a 'glow-up,' or a transformation for the better. The emergence of this trend is largely driven by Generation Z, with 27% of this cohort stating that they engage in beauty treatments and purchase cosmetics while on holiday. The idea of returning from a vacation unchanged is a signal to Glowmads that something has gone awry. Moreover, the wellness aspect is gaining popularity, as activities like cold plunges and sauna sessions take on new significance when experienced in natural settings, such as lakes in Switzerland rather than in a home bathtub. This trend reflects not only health concerns but also a social status symbol where self-care is equated with personal affluence.