tokyo

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

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.

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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.”

China’s Commerce Ministry says the move against Japanese firms will prevent the remilitarisation of Japan.

Japan has strongly protested China’s move to restrict the export of “dual-use” items to 20 Japanese business entities that Beijing says could be used for military purposes, in the latest twist in a months-long diplomatic row between the two countries.

Japanese Deputy Chief Cabinet Secretary Sato Kei said at a news conference that the move by China’s Ministry of Commerce on Tuesday was “deplorable” and would “not be tolerated” by Tokyo.

Companies affected by China’s export ban on dual-use items, or items that can be used for civilian or military purposes, include Mitsubishi Heavy Industries’ shipbuilding group, aerospace and marine machinery subsidiaries, Kawasaki Heavy Industries, Japan’s National Defense Academy, and the Japan Aerospace Exploration Agency.

Beijing said restricting the export of dual-use items to the Japanese firms was necessary to “safeguard national security and interests and fulfil international obligations such as non-proliferation”, adding that the companies were involved in “enhancing Japan’s military strength”.

China’s Commerce Ministry said on Tuesday that it would also add another 20 entities to its export restrictions watchlist, including Japanese automaker Subaru, petroleum company ENEOS Corporation, and Mitsubishi Materials Corporation.

Chinese exporters must submit a risk assessment report for each company to ensure “dual-use items will not be used for any purpose that would enhance Japan’s military strength”, according to a statement on the Commerce Ministry’s website.

China has imposed similar restrictions on the US and Taiwan as a form of political protest, particularly over Washington’s ongoing unofficial support for the self-governed island. Beijing claims democratic Taiwan as its territory and has not ruled out using force for “reunification”.

Tokyo and Beijing have a historically acrimonious relationship, but diplomatic ties took a turn for the worse in November, when Japanese Prime Minister Sanae Takaichi told legislators that a Chinese attack on Taiwan would constitute a “survival-threatening situation” for Japan, which could necessitate military action.

Japan has had a pacifist constitution which restricts its use of force, but an attack on Taiwan could legally allow Tokyo to activate its army, the Self-Defence Forces, Takaichi said.

Takaichi’s remarks were some of the most explicit regarding whether Japan could become involved in a conflict in the Taiwan Strait, and have been accompanied by a push to expand Japan’s military capability.

Beijing reacted with fury to Takaichi’s remarks, discouraging Chinese citizens from visiting Japan, leading to a major drop in tourism revenue from Chinese visitors.

In January, Beijing also imposed Japanese export restrictions on rare earths like gallium, germanium, graphite and rare earth magnets that could be used for defence purposes, according to the US-based Centre for Strategic and International Studies (CSIS) think tank.

The CSIS said at the time that “these retaliatory measures underscore rising tensions between Beijing and Tokyo and serve as a pointed warning from China to countries that take explicit positions on cross-strait relations”.

Tokyo does not have official diplomatic relations with Taiwan, but several of its outlying islands, including Okinawa, are geographically closer to Taiwan than mainland Japan. Taiwan is also enormously popular with the Japanese public.