Air Transat Unveils New Loyalty Program: A Game-Changer for Travelers?
MONTREAL — Air Transat is set to revolutionize the travel experience with its upcoming loyalty program, a strategic move that promises to enhance customer engagement and satisfaction. This exciting development comes as a surprise to many, considering the airline's recent suspension of its previous rewards program, BonBon, in August 2024.
The new program, a collaboration between Air Transat, Desjardins Group, and Visa, is set to launch in the second half of 2026. It aims to provide travelers with exclusive benefits and an improved overall experience, marking a significant shift from the airline's previous focus on travel agents.
A New Era of Loyalty Rewards?
Industry expert Barry Choi, founder of the Money We Have personal finance and travel website, offers insight into the potential direction of the program. Choi suggests that the new loyalty program might take cues from Air Canada's Aeroplan, which offers a consumer-facing platform for earning and redeeming points on everyday purchases, including flights, hotels, and car rentals.
"If they go the consumer-facing route, it could be a game-changer," Choi says. "It would make sense, considering the success of other airlines like West Jet, Porter, and Air Canada, which all have their own credit card programs."
Choi emphasizes the importance of a loyalty program, highlighting its ability to leverage consumer data and create a more personalized travel experience.
A Strategic Move for Transat
According to Xavier Szwengler, vice-president for marketing and distribution at Transat, the loyalty program is a cornerstone of the airline's business strategy. "This program strengthens our connection with customers and accelerates sustainable value creation for Transat and its investors," he states.
The program's details will be unveiled in the coming months, promising a wealth of exciting features and benefits for travelers.
Visa's Role in the Revolution
Dan Iwachiw, vice-president and head of product at Visa Canada, reveals that the collaboration will introduce a range of cards designed to offer Canadians more travel opportunities, meaningful rewards, and exceptional payment experiences.
Financial Success and Expansion
Air Transat's recent financial success is evident in its first full-year profit since 2018, reported in December 2025. The airline's earnings for the fiscal year reached $241.9 million, a significant improvement from the $114-million loss in fiscal 2024. This success has led to a strategic shift in focus, with the airline expanding its destinations beyond the U.S., including Mexico, the Caribbean, and Europe.
As Air Transat continues to thrive, the new loyalty program is poised to become a significant factor in its continued success, offering travelers an enhanced and rewarding experience.
