In 2020, Air Canada will replace its current Aeroplan loyalty program with a new, airline-run rewards system designed to provide more earning and redemption options, a more personalized experience and improved digital functionality for customers.
Air Canada previously licensed Aeroplan to loyalty and marketing analytics firm Aimia, which operated the program independently while continuing to serve Air Canada customers. That agreement ends in 2020, after which Air Canada will operate its own loyalty program directly.
“Effective June 30, 2020, Aeroplan will no longer be the loyalty program for Air Canada,” an Air Canada spokesperson said. “Aeroplan has been independently owned and operated by Aimia for almost a decade. By operating its own loyalty program, Air Canada will be better able to strengthen its customer relationships and deliver a more consistent end-to-end customer experience.”
While Air Canada has not released full details of the new program, it has confirmed several important elements:
- Until June 29, 2020, Aeroplan members can continue to earn and redeem miles under the existing Aeroplan rules.
- Beginning June 30, 2020, miles earned on Air Canada and Star Alliance flights will be credited to Air Canada’s new loyalty program rather than Aeroplan.
- Miles already earned through the Aeroplan program will not automatically transfer into the new Air Canada program.
- Air Canada intends to continue offering Aimia-managed redemption seats for Aeroplan members after June 2020, with pricing intended to remain competitive with other third-party rewards programs.
- Frequent flyers will continue to receive Altitude status recognition and associated travel privileges based on their annual activity with Air Canada and Star Alliance partners; all Million Mile qualification activity and status will be honored in the new program.
The shift signals Air Canada’s move to greater control over its loyalty strategy, aiming to integrate customer data, tailor benefits more closely to individual travelers and provide a consistent experience across booking, travel and digital touchpoints. Members affected by the change should watch for detailed terms and timelines from Air Canada as the transition date approaches, and review how existing Aeroplan balances and redemption options will be supported after the handover.