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

The poll of 2,000 adults found stunning natural scenery (50%) and luxury accommodation (45%) are the top criteria for making somewhere a holiday of a lifetime. With a savvy 71% using loyalty points to help them book a trip 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% year-on-year increase.

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% who might book a big trip, would do so to celebrate a milestone 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%).

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

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