Air Canada Merges Frequent-Flier Programs

Share this content:
Air Canada, flying high following its purchase earlier this year of Canadian Airlines, has merged two frequent-flier programs into one stand-alone unit.


The new Aeroplan division will focus on cementing brand loyalty and generating higher revenues among its more than 5 million members. It will attempt to achieve this by building on existing partner agreements and adding new ones.


The ambitious plan also calls for Aeroplan to jump on the e-commerce bandwagon with the establishment of a virtual shopping center where members will be able to earn Aeroplan miles for purchases of merchandise and other nonair services.


"Aeroplan miles are already a much-valued incentive," said Robert Duchesne, president of the Aeroplan division. He served as chief integration officer during the merger of the two airlines. "We aim at further increasing that value through a significant extension of accumulation and redemption opportunities ... both travel- and non-travel-related."


Aeroplan, the former Air Canada frequent-flier program, and Canadian Plus, the former Canadian Airlines program, both started in 1984. Aeroplan members represent more than 50 percent of the airline's traffic and contribute more than 60 percent of its passenger revenue.


The establishment of Aeroplan as a separate division is part of Air Canada's stated strategy of forming new profit centers within the corporation.


"Our objective is to structure Aeroplan in a more efficient and focused manner," said Calvin Rovinescu, Air Canada's executive vice president, corporate development and strategy.


In the case of Aeroplan, Air Canada is reviewing the merits of giving it a separate corporate identity and spinning it off through an initial public offering. If it goes this route, Air Canada said it would retain majority ownership and control of the new company.


In its pursuit of increased profits at the Aeroplan division, Air Canada also plans to branch off into the customer relationship management services business. The company hopes to sell its CRM expertise, which it honed during its years of partnering with American Airlines, to other companies.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above