For many, a holiday ends with a suitcase full of souvenirs. For a growing number of travellers, however, it ends with skin that looks different – glowier – from how it did at the beginning of the trip.
This is the whole premise behind the glowcation, a term everywhere in recent travel trend reports that describes a very specific kind of trip: one built around a wellness treatment, beauty ritual or very targeted pharmacy haul.
During a normal holiday, many people will squeeze in an odd spa afternoon between museum visits. A glowcation, however, is a trip where the treatment is the entire reason for going – a clinic in Seoul, a hammam in Marrakech, a thermal bath in Germany – for something that cannot be replicated at home.
That is not to say that you cannot get a facial, a skin booster or that same treatment without leaving your neighbourhood, but the real draw is usually something that does not travel well: that country’s fresh water or clay, or a decades-old technique in this country.
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