Previously considered something taken once in everyone’s life, Americans are finding new ways to make travel a priority, with 37 percent believing bucket list trips are more achievable than 10 years ago.
The poll of 2,000 adults found that exceptional food and drink offerings (36 percent) were the top criteria for millennials when discovering a trip of a lifetime.
While a quarter (25 percent) of Gen-Z consider a trip a “once in a lifetime” experience when it allows them to do activities they wouldn’t be able to do at home.
More than half of Americans (57 percent) are now signed up to a loyalty program, and 26 percent of those claim points have helped them access experiences they wouldn’t have otherwise.
The research comes as Virgin Red releases its inaugural report, The Points Index, “The Era of the Dream Trip,” revealing the shift in how Americans value loyalty points in a bid to unlock ‘once-in-a-lifetime vacations.
The data revealed that in 2025, Americans were using reward points to attain these dream trips, with 13.6 billion Virgin Points redeemed – marking an 18 percent year-on-year rise in redemptions.
In the US, point-spending peaks are during traditional holiday periods, with the biggest rise (73 percent) seen in November, coinciding with Thanksgiving.
It found that over three-quarters (77 percent) have paid for part or the full price of a flight using loyalty points, with 33 percent using points for flight upgrades.
It was also found that 14 percent would book a dream vacation to mark a milestone birthday, with 17 percent planning trips around special family events.
More than a third (37 percent) are currently in the midst of planning a big vacation, with 32 percent prioritizing beach and relaxation trips overseas, compared to only 14 per cent opting for shorter getaways.
And of those who took part in the study by OnePoll.com, a quarter (25 percent) of Gen Z were found to be prioritizing activities and experiences when it comes to motivations to travel.
Andrea Burchett, chief loyalty officer at Virgin Red, which revealed travel makes up 86 percent of point spending across its members, said: “Loyalty is fundamentally reshaping how Americans think about travel.
“Trips once seen as ‘once in a lifetime’ are becoming achievable, as consumers increasingly treat points as a strategic currency.
“Even in an uncertain economic climate, Americans are prioritizing meaningful travel, and loyalty is helping make it possible.”
TOP 10 ‘TRIP OF A LIFETIME’ DESTINATIONS – ACCORDING TO AMERICANS:
1. Hawaii, USA
2. Rome, Italy
3. Paris, France
4. Venice, Italy
5. Tokyo, Japan
6. Sydney, Australia
7. Alaska, USA
8. The Great Barrier Reef, Australia
9. Barcelona, Spain
10. Cairo, Egypt
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