Seven in ten Brits are using loyalty points to book dream destinations with stunning scenery and luxury accommodation
The typical Brit has experienced three ‘holidays of a lifetime’ – with destinations like the Maldives, Tokyo and the Great Barrier Reef amongst the most popular spots. Once thought of as a once-in-a-lifetime experience, Brits are discovering new methods to prioritise dream getaways, with 46% believing such trips are more attainable now than a decade ago.
The survey of 2,000 adults revealed that breathtaking natural landscapes (50%) and luxury accommodation (45%) are the primary factors that define 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.
Figures from the company demonstrated that in 2025, adults were deploying reward points to achieve these journeys, with 31.2 billion points redeemed across its travel offerings, representing a 13% year-on-year rise.
Across the UK, point-spending surges occur in May and July, peaking highest in September, potentially coinciding with back-to-school fatigue. The research also discovered 21% who might arrange a big trip would do so to mark a milestone birthday.
A third (34%) are currently planning a major holiday, with 39% favouring beach and relaxation breaks overseas – whilst only 19% are choosing shorter escapes.
Other crucial components of a dream holiday include outstanding food and drink (40%) and cultural experiences exclusive to the area (38%).
Among those who participated in the OnePoll.com survey, almost three quarters (74%) have covered either some or the entire cost of a flight using loyalty points, whilst 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
