Air Canada is to replace its current Aeroplan loyalty programme in 2020, with the aim of offering “additional earning and redemption opportunities, more personalised service and a better digital experience for Air Canada customers”.

The carrier sold its Aeroplan business to marketing and loyalty analytics company Amia around a decade ago, with the group continuing to provide the Aeroplan programme for Air Canada customers.

This agreement expires in 2020, at which point the airline will launch its own, new scheme.

In a statement Air Canada said that “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.”

Specific details of the new scheme have yet to be unveiled, but the carrier confirmed that:

  • Until June 29, 2020, Aeroplan members can continue to earn and redeem miles in accordance with the Aeroplan programme
  • After this date miles earned from Air Canada and Star Alliance flights will be credited to the new programme
  • Miles earned through the current Aeroplan scheme will not be transferred into the new programme – Air Canada says that it “intends to continue to offer Aimia redemption seats for Aeroplan members after June 2020, with pricing competitive with other third-party rewards programmes”
  • Frequent flyers “will continue to enjoy Air Canada Altitude status recognition and its associated range of travel privileges, based on their annual flight activities with Air Canada and the Star Alliance member airlines”, and all Million Mile qualification activity and status will be honoured in the new programme

Announcing the move Calin Rovinescu, president and CEO said:

“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.

“This decision is the right one for our customers, our employees and our shareholders.”