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On January 19, 2026, Air Transat officially announced the launch of its loyalty program for the second half of 2026, in partnership with Desjardins and powered by the Visa network. This announcement marks the entry of a major new player into the Canadian travel rewards landscape, with the potential to significantly transform the competitive market.
This initiative involves the creation of a comprehensive ecosystem that brings together an airline (Air Transat), a Quebec-based financial institution (Desjardins), and a global payment network (Visa).
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.
Air Transat’s entry fundamentally changes the dynamics of the Canadian loyalty program market, creating new competitive relationships among established players.
This alliance allows Desjardins to:
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.
With WestJet Rewards, WestJet has successfully created 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.
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.
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:
With its promise of “1 BONUSDOLLAR = $1,” Desjardins has set the standard for simplicity in Quebec with the BONUSDOLLARS loyalty program. Integration with the future Air Transat program will be crucial to avoid cannibalization.
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.
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.
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:
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.
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.
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.
Travellers should be able to instantly understand the benefits of Air Transat’s new loyalty program:
Some credit cards can cover this type of fees (such as the National Bank World Elite Mastercard – up to $150 per year). The loyalty program (and its associated credit cards) will need to offer the same level of clarity.
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.
Family points sharing, a generous points expiry policy, and intuitive account management. These are features offered by Aeroplan, for example.
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!
Flexible bank programs (Avion, Membership Rewards, Scene+) retain their relevance as “insurance” against rule changes and evolving travel habits.
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.
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