Loyalty program caters to more than frequent fliers
ANN RUPPENSTEIN
Unlike travel advisors and industry personnel who are often found galavanting around the globe, many Aeroplan users aren’t actually frequent fliers. This is why partnerships with popular brands like Uber, Starbucks and the LCBO have helped its membership levels soar to eight million active members.
“Aeroplan is going to turn 40 years old this next year and when it started out it was absolutely a frequent flier program — that’s how you earned points and that’s what you used your points for, end of story,” said Scott O’Leary, Vice President, Loyalty and Product, Air Canada, who was integral to launching the transformed Aeroplan program in 2020. “When we set out to design the new Aeroplan, we focused on the inbound generation of our members. We knew that [most of] our members were not frequent fliers. In fact, the majority of our members actually fly maybe one or two times a year so what we sought to do was establish partnerships with Canada’s most beloved brands.”
Although the majority of the population is not booking travel on a daily basis, through these partnerships and with loyalty-branded credit cards, there’s potential to earn points on a regular basis “to make sure that our members, regardless of how often they flew, that there is actually access to earning our points.”
To help its members get insights into getting the most out of the program and how to maximize their earning potential, Aeroplan just launched a new Insider Guide, which was celebrated earlier this month at an event in Toronto.
“We’ve really gone out of our way to not only make it easy to earn points but to ensure that we are the best travel rewards value in the country,” said O’Leary.
From how to rack up Aeroplan points through shopping at the program’s growing number of partners to exclusive redemptions and savings on accommodations like a Fourth Night Free hotel offer and insider tips from notable users, the guide is loaded with ideas on how to earn and redeem points.
“Just this past month we surpassed eight million active members,” noted Andy Shibata, Vice-President Brand, Air Canada. “If you think about where we were a few years ago, we were sitting at just below five million. In a couple short years we have three million more active members, which is amazing.”
Beyond the points, O’Leary said it’s about providing a better experience to anyone who is a member.
“Even at base membership, that alone unlocks your ability to have free messaging worldwide on all of our flights, just for being an Aeroplan member,” he added. “If you get our credit card, that unlocks free bag check for you and everyone on the reservation.”
Of course, there are additional perks for those who are frequent fliers, especially those who reach Elite status including lounge access at Star Alliance lounges around the world and e-upgrade credits.
“From gifting loved ones Signature Class service on long-haul flights to month-long excursions around the world, we’re always struck by the diversity of our Aeroplan members and the different ways they are tapping into their full earning and redemption potential,” O’Leary said of the Insider Guide. “We’re excited to share their stories and inspire our millions of members to travel more – and travel better.”
For more visit: https://enroute.aircanada.com/en/aeroplan-insider/.
