Brits have experienced three ‘holidays of a lifetime’ with the Maldives, Tokyo and Great Barrier Reef topping the list, using loyalty points to make them more affordable
The typical Brit has experienced three ‘holidays of a lifetime’ – with destinations like the Maldives, Tokyo and the Great Barrier Reef featuring amongst the most sought-after locations. Previously considered something taken once in everyone’s life, Brits are finding new ways to make dream trips a priority with 46% believing it’s more achievable than 10 years ago.
Research involving 2,000 adults found that stunning natural scenery (50%) and high-end accommodation (45%) rank as the primary factors when defining a once-in-a-lifetime holiday. Remarkably, 71% of savvy travellers are now leveraging loyalty points to fund trips that would otherwise stretch their finances.
The findings coincide with Virgin Red’s fourth annual report, The Points Index, titled ‘Living the Dream Holiday’, which highlights how Britons are increasingly valuing loyalty schemes to access extraordinary travel experiences.
Company data revealed that throughout 2025, consumers redeemed 31.2 billion points towards travel experiences, representing a 13% rise compared to the previous year.
Across the UK, point-spending surges occur in May and July and reach their peak in September, potentially aligning with back-to-school tiredness. The research also discovered that 21% who might reserve a major trip would do so to mark a significant birthday.
A third (34%) are currently in the midst of planning a big holiday, with 39% prioritising beach and relaxation holidays abroad – and only 19% opting for shorter getaways. Other key elements of a once in a lifetime trip include exceptional food and drink (40%) and experiences unique to the region’s culture (38%).
Amongst those surveyed by OnePoll.com, nearly three-quarters (74%) have paid for part or all of their flights using loyalty points, whilst 29% have used points to upgrade their flying experience.
Andrea Burchett, chief loyalty officer at Virgin Red, said: “Loyalty is fundamentally reshaping how consumers think about travel. Trips once seen as ‘once in a lifetime’ are becoming achievable, as consumers increasingly treat points as a strategic currency.
“Even amid economic uncertainty, points are helping consumers prioritise meaningful travel, loyalty is helping make it possible.”
TOP 10 ‘HOLIDAY OF A LIFETIME’ DESTINATIONS – ACCORDING TO BRITS:
- The Great Barrier Reef, Australia
- Maldives
- Tokyo, Japan
- Hawaii, USA
- Sydney, Australia
- The Amazon Rainforest, Brazil
- The Galápagos Islands, Ecuador
- Machu Picchu, Peru
- New York City, USA
- Seychelles

You must be logged in to post a comment Login