Most male business travellers would be happy to find massage and beauty treatments available when they stay at hotels, suggests new research.
The survey, by conference centre group Hayley, revealed 73% of men would enjoy some form of beauty therapy.
A stress-busting massage came top of the list with a facial second.
Men most enthusiastic about beauty treatment were between the ages of 24 and 40, but the biggest stumbling block was concern about being seen as vain.
Many hotels now offer a range of treatments for executives, from facials and aromatherapy massages to fat busting or aerobic sessions.
Even executives in the catering industry could be among the takers.
Asked if he would try a massage, Paul Kitching, director and head chef of the 45-seat Juniper restaurant in Altrincham, Cheshire, joked: "I would if a nice lady were doing it."
He added: "I would draw the line at waxing but there's a chap in the kitchen who could do with it."