Treatwell Launches “No Shame In Being Type B” campaign

Treatwell's beautician brigade took over London Victoria this morning, lining the concourse of the Gatwick Express terminal with signs reading "You forgot your pedicure. We didn't." While the Type A holidaymaker had their brows booked weeks ago and their spray tan locked in before departure, the rest of us - the Type Bs - are doing a face mask on the plane and Googling "pedicure near me" from the hotel lobby. Treatwell says that's okay.

Victoria was no coincidence. As home to the Gatwick Express, it's one of the UK's busiest departure points for summer holidaymakers - making it the perfect place to celebrate Britain's Type B travellers. The tongue-in-cheek stunt, staged by beauty and wellness booking platform Treatwell, is a love letter to Britain's unapologetically last-minute approach to holiday beauty prep - and a new study into just how differently we all get ready to go away.

New research among 2,000 UK adults¹ reveals Britain is split between meticulous planners and last-minute holidaymakers. More than half (54%) describe themselves as Type A travellers who like to plan ahead, while 11% proudly identify as Type B, leaving things until the last minute. A further 30% admit they're somewhere in the middle. However, Treatwell's booking data² tells a different story, with nearly half (47%) of all appointments booked within 24 hours - suggesting many of us are far more last-minute than we'd like to admit.

Sunday evenings are peak panic-booking territory too, with 52% of appointments booked outside working hours, as Brits prepare for the week ahead. Nails, waxing and brows continue to dominate last-minute bookings, while pedicures (+13%) and manicures (+11%) see the biggest seasonal growth heading into summer.

Holiday beauty prep remains a major part of getting away, with the average Brit spending six hours preparing for a trip, juggling everything from waxing and nails to facials and spray tans alongside packing, passports and more.

But beauty is no longer confined to the pre-holiday checklist. Two thirds (66%) of travellers now enjoy beauty treatments while on holiday, with many citing lower prices and simply having more time to relax. More than one in five (21%) admit they missed getting a treatment before travelling because they felt rushed, while more than one in 10 would rather book once they arrive than squeeze an appointment in before departure.

That shift is reflected in growing confidence around booking abroad, with 88% saying they have booked – or would consider booking – beauty treatments while on holiday. Italy (25%) tops the wish list of destinations, followed by Spain (23%), France (20%) and Turkey (20%).

That aspiration is already showing up in the booking data. Italy is the most-booked overseas destination for UK travellers on Treatwell, accounting for 21% of all cross-border bookings across the platform's seven biggest European markets, ahead of France (18%), Germany (17%), Spain (15%) and Lithuania (15%). Greece is the fastest-growing of the seven, with UK bookings there up 38% year-on-year, while Portugal (+23%) and Lithuania (+5%) also saw solid growth.

Despite growing interest, booking abroad still comes with perceived barriers. A third (33%) worry about treatment quality abroad, one in four (25%) don't know which venues to trust and almost a quarter (23%) fear hidden costs. Through Treatwell, British travellers can browse verified reviews, compare venues and book appointments across Europe through one trusted platform.

For many, beauty abroad is no longer a last resort - it has become part of the holiday experience itself.

Treatwell's UK CEO, Alessandro Frau 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."

Among those open to booking treatments abroad, 33% say professional-looking venues would encourage them to book, 33% say lower prices than the UK are appealing, 32% value trusted customer reviews and 31% want access to verified reviews before committing. More than a quarter (28%) also say simply having more time on holiday makes beauty appointments more appealing.

When it comes to holiday treatments, travellers are most interested in booking3 manicures and pedicures (18%), Turkish baths (18%), facials ranging from spa facials to chemical peeling and LED light therapy (18%) and hot stone massages (17%), showing they're looking for both familiar favourites and destination-specific experiences.

Treatwell's data also points to a growing appetite for beauty while travelling. Nearly one in 20 (5%) of all UK-origin bookings on the platform over the last year were made abroad rather than at home. Nails remain the most popular treatment booked by British travellers overseas, ranking as the number one category in six of Treatwell's seven biggest European markets - only pipped by hair in Lithuania.

The activation at London Victoria, timed to coincide with the peak summer getaway period, marks the launch of Treatwell's No Shame In Being Type B campaign, celebrating a new generation of holidaymakers who don't panic if beauty prep doesn't happen before take-off. With Treatwell's trusted pan-European network at their fingertips, the salon can now travel with them.