A wooden boardwalk leading to several thatched-roof bungalows over turquoise water in the Maldives.A stunning over-water spa at the Conrad by Hilton hotel, with room for text, in the MaldivesCredit: Alamy

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 a priority with 46 per cent believing dream are more achievable than 10 years ago.

Akihabara, Tokyo, Japan street scene with buildings covered in colorful advertisements and bright signs.Akihabara in Tokyo, JapanCredit: Alamy Aerial view of Lady Elliot Island, part of the Great Barrier Reef in Australia.Aerial view of Lady Elliot Island, the southern most island in the Great Barrier Reef of the coast of AustraliaCredit: Alamy

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.

And 71 per cent 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.

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

TOP 10 ‘HOLIDAY OF A LIFETIME’ DESTINATIONS – ACCORDING TO BRITS:

  1. The Great Barrier Reef, Australia
  2. Maldives
  3. Tokyo, Japan
  4. Hawaii, USA
  5. Sydney, Australia
  6. The Amazon Rainforest, Brazil
  7. The Galápagos Islands, Ecuador
  8. Machu Picchu, Peru
  9. New York City, USA
  10. Seychelles
A wooden boardwalk leading to several over-water bungalows with thatched roofs at a spa in the Maldives.The average Brit has enjoyed three ‘holidays of a lifetime’Credit: Alamy

Eze Chidiebere Paul

Eze Chidiebere Paul

I'm dedicated to creating high-quality content that informs, inspires, and delights. If you have any questions or suggestions, don't hesitate to get in touch. Happy reading!