Air Miles Canada
The Air Miles reward program was launched in Canada in 1992 and is Canada's largest coalition loyalty program.[3] In 1998, Air Miles Canada was acquired by Alliance Data Systems. In 2008, Alliance Data Loyalty Services became known as LoyaltyOne.[4]
Air Miles Canada has a number of sponsors,[5] including Bank of Montreal, American Express, retail partners such as Shell Canada, Metro, Jean Coutu pharmacies, and the Eastlink cable company. Their online partners such as Amazon and eBay are available through their shopping portal Airmiles shops.[6]
Consumers collect Air Miles reward miles from sponsors, which can be redeemed for 1,200 reward choices, such as travel, entertainment, home electronics and gift cards.[7][8] Consumers get the best value for their Air Miles when they use them for travel for Dream Rewards[9] or promotions for Cash Rewards[10] in stores.
In April 2009, Air Miles Canada launched My Planet, an initiative to help people trade in their Air Miles for environmentally conscious products and services.[11] Initially, My Planet offered collectors over 140 "green" redemption items, including public transit passes, organic cotton linens, and electric scooters.[12] In September 2009, the program was extended to stores and point of purchase.[12]
Air Miles Canada has received awards for marketing, customer care/call centers, human resources, training, and leadership.[13][14][15][16] However, on 4 October 2021, Air Miles introduced a series of revisions to the program.[17]
On 31 January 2021, Lowe's and its subsidiaries Rona, Inc. and Réno-Dépôt officially ended their partnership with Air Miles; as of 1 February 2021; all of their retail and online stores stopped accepting Air Miles.[18] On 31 March 2021, Liquor Control Board of Ontario ended their partnership with Air Miles and stopped accepting Air Miles at all of their retail and online store.[19]
In 2022, Staples Canada and the parent of Sobeys and Safeway stores ended their partnerships with Air Miles. Staples stopped accepting Air Miles cards in July of that year, and Sobeys and Safeway stores will begin phasing out acceptance of Air Miles after 10 August 2022.[20][21][22]
2023–present: Under Bank of Montreal
On 10 March 2023, Air Miles' owner LoyaltyOne filed for bankruptcy in Canada, and Chapter 11 bankruptcy in the U.S., and entered in to purchase agreement with Bank of Montreal (BMO) for US$160 million,[23][24] with the acquisition being completed on 1 June 2023.[25][26] On 4 July 2023, American Express announced it would be ending its partnership with Air Miles and winding down its Air Miles co-branded credit cards by 30 September.[27] Existing customers transitioned to cards featuring Amex's competing Membership Rewards program.
2023–present: Under Bank of Montreal
On 10 March 2023, Air Miles' owner LoyaltyOne filed for bankruptcy in Canada, and Chapter 11 bankruptcy in the U.S., and entered in to purchase agreement with Bank of Montreal (BMO) for US$160 million,[23][24] with the acquisition being completed on 1 June 2023.[25][26] On 4 July 2023, American Express announced it would be ending its partnership with Air Miles and winding down its Air Miles co-branded credit cards by 30 September.[27] Existing customers transitioned to cards featuring Amex's competing Membership Rewards program.[28]
Air Miles Middle East
In the Middle East, the program is operated by Rewards Management Middle East. Controlled by Aimia (formerly Groupe Aeroplan), it operates a single program across the United Arab Emirates, Qatar, and Bahrain.
Since the launch in 2001, over 1.4 million members have enrolled from across the UAE, Qatar, and Bahrain. Members collect Air Miles on everyday shopping from a huge range of partners including HSBC, Spinneys, Sharaf DG, Damas, Chilli's, African & Eastern and many more. Members who are HSBC credit cardholders are credited Air Miles for credit card transactions.
Air Miles Netherlands
Air Miles was first brought to the attention of potential business partners in the Netherlands by Keith Mills, Liam Cowdrey and Philip Beard during 1993, by way of an introduction from a senior ABN AMRO bank executive who had come across Air Miles during his international travels. In early 1994, Robert Gierkink was hired away from Air Miles Canada to lead an Amsterdam-based start-up team consisting of Todd Almeida, Frank Fisser, Fred Metman and Renee Belloni.
ABN AMRO, Albert Heijn, Shell, Vroom & Dreesmann, and KLM were contractually confirmed as anchor partners during the summer and the Air Miles program launched via a massive advertising campaign in October 1994. The program enjoyed immediate success, with millions of Dutch households enrolling into the program before year's end.
More than a dozen additional retailers also joined the Air Miles program just prior to - or within a year - following the launch. These included Praxis, Etos, Gall & Gall, Blokker, Hunkemoller, Videoland and several others.
Similar to other Air Miles programs, Air Miles in the Netherlands originally included flights. But it also added a handful of other travel and leisure rewards. The initial rewards were KLM, Center Parcs, NS (Dutch Rail), Stena Line, Efteling and Noorder Dierenpark Emmen. In 1998, the reward program was expanded to include a wide-ranging catalogue of merchandise redemption options.
The program's popularity later waned starting in 2004, when ABN AMRO ceased its participation. Albert Heijn subsequently limited its issuance of Air Miles just to private-label products to allow for greater product discounting via its Bonus Card program. At Shell gas stations, customers can choose between Air Miles or stamps. Currently
