Air Canada announced the launch of its own loyalty program beginning in 2020. The move follows the conclusion of Air Canada’s long-standing partnership with Aimia, the operator of Aeroplan, and positions the airline to build closer customer relationships and deliver a more consistent, integrated experience.
“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 of Air Canada. “This decision is the right one for our customers, our employees and our shareholders.”
The new program promises expanded earning and redemption options, more personalized service and an improved digital experience for members. It will allow Air Canada to better tailor offers and benefits to frequent flyers, simplify the points and reward structure, and integrate loyalty features across the airline’s digital channels for a smoother customer journey.
Over the last decade Air Canada invested roughly $10 billion to modernize its fleet and customer offerings, introducing more technologically advanced aircraft, refreshed cabin interiors, Wi‑Fi on select routes, expanded Maple Leaf Lounges and updated branding. Launching an owned loyalty program is the next strategic step in this broader transformation, complementing those product and service upgrades.
Air Canada’s exclusive contract with Aimia remains in place until it expires on June 29, 2020. During this period the airline has committed to a seamless transition and will continue working with Aimia to ensure consistent service for Aeroplan members. Customers can expect uninterrupted access to current benefits and support while Air Canada prepares to roll out its new loyalty experience.
The shift to an in-house loyalty program reflects industry trends toward greater control over customer data and the ability to deliver more customized rewards. By consolidating loyalty operations and aligning them with its broader product improvements, Air Canada aims to strengthen customer loyalty, improve retention and enhance the overall travel experience for its members.
As the program launch approaches, Air Canada has indicated it will provide more details about enrollment, earning rules, redemption options and member benefits. The airline’s focus will be on ensuring a straightforward migration for existing members and communicating changes clearly to minimize disruption.
In summary, the establishment of Air Canada’s own loyalty program in 2020 represents a strategic effort to deepen customer relationships, standardize service across touchpoints and leverage recent investments in fleet and customer amenities. The transition period with Aimia will continue until the contract expiration, with Air Canada prioritizing continuity of service for Aeroplan members as it moves toward its new, integrated loyalty offering.