Air Canada will replace its current loyalty program, Aeroplan, in 2020 with the aim of offering additional earning and redemption options, more personalized service and an improved digital experience for customers.
The carrier sold the Aeroplan business a decade ago to Aimia, which has continued to operate the Aeroplan program for Air Canada passengers. With the contract expiring in 2020, the airline has announced it will launch its own loyalty program.
In an official statement, Air Canada said, “Effective June 30, 2020, Aeroplan will no longer be the loyalty programme for Air Canada. Aeroplan has been independently owned and operated by Aimia for almost a decade. By operating its own loyalty programme, Air Canada will be better able to strengthen its customer relationships and deliver a more consistent end-to-end customer experience.”
While the carrier confirmed the change, many implementation details remain to be announced. Aeroplan members will be able to earn and redeem miles under the existing program through June 29, 2020. After that date, miles earned on Air Canada and Star Alliance flights will be credited to the new Air Canada loyalty program.
Miles accrued through the current Aeroplan program will not be transferable into the new scheme. Nonetheless, frequent flyers will retain recognition of Air Canada Altitude status and its associated travel privileges, based on their annual flight activity with Air Canada and Star Alliance partners. The airline also confirmed that all Million Mile qualification activity and status will be honored under the new program.
“Our relationship with our more than 45 million customers sits at the core of Air Canada’s ongoing transformation as we continue to grow our business beyond the 200 destinations that we already serve, and work to become a global champion,” said Calin Rovinescu, president and CEO, Air Canada. “This decision is the right one for our customers, our employees and our shareholders.”
The move reflects Air Canada’s strategy to deepen direct customer engagement and control the end-to-end travel experience. Operating an in-house loyalty program should allow the airline greater flexibility to tailor rewards, introduce new redemption channels and enhance the digital tools that support members. Until specifics are released, members are advised to monitor official Air Canada communications for updates on enrollment timing, benefits structure and how existing qualifications will be applied in the new program.