Air Transat 2026 Loyalty Program: Our Opinion on the Alliance with Desjardins-Visa

Why Is This Launch a Major Turning Point – Especially in Quebec?

Until now, Air Transat remained one of the few major Canadian airlines without a structured proprietary loyalty program. This gap created a unique opportunity in a market where leisure travellers are looking for simple and accessible solutions.

Key Features of This Partnership

How Does This Partnership Shift the Competitive Landscape?

Air Transat’s entry fundamentally changes the dynamics of the Canadian loyalty program market, creating new competitive relationships among established players.

Impact on Desjardins

This alliance allows Desjardins to:

Positioning Against Competition

Comparative Analysis with Existing Programs

Comparison with Aeroplan: Simplicity vs. Power Showdown

Aeroplan dominates the Canadian market thanks to its extended ecosystem (Aeroplan credit cards issued by TD, CIBC, American Express), but this power comes with a certain complexity that can deter occasional travellers.

Opportunity for Air Transat: Offer a more accessible alternative – especially for Quebec residents and leisure travellers – with a value proposition that is immediately easy to understand.

Comparison with WestJet Rewards: The Benchmark Model

With WestJet Rewards, WestJet has succeeded in creating a transparent program with its « 1 WestJet dollar = 100 points » logic and the ability to cover taxes and fees depending on the products. This « monetary » approach reassures consumers.

Lesson for Air Transat: Value readability can take precedence over program sophistication.

VIPorter: The Example of Accessibility

With VIPorter, Porter has differentiated itself by promising faster rewards with fewer flights required, supported by BMO.

Strategic Inspiration: Accessibility can be a decisive competitive advantage to quickly convert new members.

Competition from Flexible Bank Programs

The real challenge for Air Transat will not only come from airline loyalty programs, but also from flexible bank rewards currencies that attract customers with their simplicity:

Desjardins BONUSDOLLARS

With its promise « 1 BONUSDOLLAR = $1 », Desjardins has created a benchmark for simplicity in Quebec with the BONUSDOLLARS loyalty program. Integration with the future Air Transat program will be crucial to avoid cannibalization.

Scene+ and Other Flexible Programs

International Programs in Canada: A Specialized Niche

Flying Blue (Air France-KLM)

Accessible via the Brim Air France KLM World Elite Mastercard and the American Express Membership Rewards program, Flying Blue primarily targets travellers going to Europe, requiring expertise for optimization.

Avios and Asia Miles: Power but Complexity

The British Airways Club (via RBC) and Cathay Pacific Asia Miles (via Neo Financial) programs offer excellent opportunities but require in-depth knowledge to be effectively optimized.

The 7 Success Criteria for the Air Transat Program

To make its mark and become a go-to choice in the portfolio of Quebecers/Canadians, the Air Transat loyalty program will need to excel in these critical areas:

1. Value Transparency

Points must have a clear and predictable value, ideally with a « monetary » logic similar to WestJet or BONUSDOLLARS.

Upon the launch of Air Transat Visa credit cards issued by Desjardins in the second half of 2026, you will be able to compare them directly in our credit card comparator, which converts each point into monetary value.

2. Seamless Redemption

Redeeming points or miles should be straightforward on Air Transat flights, without complicated conditions or frustratingly limited availability. It will be interesting to see if points or miles can also be used with Air Transat’s partners. For example, VIPorter recently made it possible to use points for flights with Air Transat.

3. Coverage of Actual Fees

Ability to use points to cover taxes and fees, not just the base fare (WestJet’s lesson).

Travellers appreciate this way of using their points and miles.

4. Immediate Benefits

Travellers should be able to instantly understand the benefits of Air Transat’s new loyalty program:

Credit cards allow covering this type of fees (like the National Bank World Elite Mastercard – up to $150 per year). The loyalty program (and associated credit cards) will need to do the same.

5. Strong Non-Flight Earning Potential

Visa credit cards issued by Desjardins for Air Transat must offer competitive accumulation rates on everyday purchases to fuel the new loyalty program.

We can compare this to Aeroplan and TD (which also relies on the Visa network). Here are the 3 credit cards TD offers to the general public:

Here are the points earned per dollar spent:

Note that American Express issues the American Express^® Aeroplan^®* Reserve Card which offers the most points for purchases with Air Canada and Air Canada Vacations: 3 points per dollar spent.

We could therefore expect that Desjardins issues between 2 and 3 credit cards at the level of Visa Platinum, Visa Infinite, and Visa Infinite Privilege. And, potentially, a credit card dedicated to SMEs.

These credit cards will need to match, at a minimum, the points earning rates offered by Aeroplan through CIBC and TD Visa credit cards.

6. Simplified Family Management

Family points sharing, a generous points expiry policy, and intuitive account management. These are features offered by Aeroplan, for example.

7. Clear Communication

Understandable rules without reading complex conditions, in the spirit of Desjardins’ philosophy.

Of course, Milesopedia experts will be there to help you fully understand this new loyalty program!

Recommended Strategy for Consumers

Before Launch

Maintaining Flexibility

Flexible bank programs (Avion, Membership Rewards, Scene+) retain their relevance as « insurance » against rule changes and evolving travel habits.

Bottom Line: The Fundamental Strategic Question

The success of the Air Transat program will not be measured by its ability to “beat” Aeroplan – an unlikely goal. The real question is:

Will this program make leisure travel simpler, more affordable, and more rewarding for the Canadian public, while giving Desjardins a credible story of nationwide expansion?

If the answer is yes, we will see the rise of a significant player that could reshape market expectations. Otherwise, it will just be another card in an already crowded ecosystem.

The stakes go beyond Air Transat: it’s about determining whether the Canadian market has room for a new model focused on making leisure travel simple and accessible.

Frequently Asked Questions