The average Brit has enjoyed three 'holidays of a lifetime'

The average Brit has enjoyed three 'holidays of a lifetime' – with the Maldives, Tokyo and Great Barrier Reef the top destinations.

Previously considered something taken once in everyone’s life, Brits are finding new ways to make travel a priority with 46 per cent believing dream trips are more achievable than 10 years ago.

placeholder image — Seven in 10 have used loyalty points to help them book a trip that would previously have been out of reach. | Virgin Red

The poll of 2,000 adults found stunning natural scenery (50 per cent) and luxury accommodation (45 per cent) are the top criteria for making somewhere a holiday of a lifetime.

Seven in 10 have used loyalty points to help them book a trip that would previously have been out of reach.

The research comes as Virgin Red releases its fourth annual report, The Points Index, ‘Living the Dream Holiday’, revealing the shift in how the nation values loyalty points in a bid to unlock ‘once-in-a-lifetime’ holidays.

Data from the firm showed that in 2025, adults were using reward points to attain these trips, with 31.2 billion points redeemed across its travel experiences, marking a 13 per cent year-on-year increase.

Brits are finding new ways to make travel a priority. | Virgin Red

In the UK, point-spending peaks are in May and July and highest in September, potentially coinciding with back-to-school fatigue.

The survey also found 21 per cent who might book a big trip, would do so to celebrate a milestone birthday.

A third (34 per cent) are currently in the midst of planning a big holiday, with 39 per cent prioritising beach and relaxation holidays abroad – and only 19 per cent opting for shorter getaways.

Other key elements of a once in a lifetime trip include exceptional food and drink (40 per cent) and experiences unique to the region’s culture (38 per cent).

Of those who took part in the study by OnePoll.com, nearly three quarters (74 per cent) have paid for either part, or the full price of a flight with loyalty points, while 29 per cent have used points to upgrade flights.

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.”