Canadian leisure airline Air Transat has announced a strategic partnership with financial giants Desjardins Group and Visa to develop and launch a brand-new loyalty program. The initiative, revealed on January 19, 2026, marks a significant shift in the airline's customer engagement strategy.
A Tripartite Alliance for Enhanced Travel Rewards
The collaboration brings together Air Transat's travel expertise with the financial and payment systems of Desjardins, one of Canada's largest financial cooperatives, and Visa, a global leader in digital payments. While specific program details, such as its name, point-earning structure, and redemption tiers, are still under development, the alliance signals a move to create a more robust and competitive rewards ecosystem for Canadian travellers.
The new program is expected to replace or significantly overhaul Air Transat's existing loyalty offerings. It aims to provide members with greater flexibility and value, potentially integrating co-branded credit cards, enhanced earning opportunities on everyday purchases, and exclusive travel benefits.
Strategic Move in a Competitive Landscape
This move is seen as a direct response to the highly competitive Canadian travel and loyalty market. By partnering with established financial institutions, Air Transat can leverage Desjardins' extensive member base in Quebec and beyond, along with Visa's widespread payment network.
The goal is to create a seamless experience where customers can earn rewards not only on flights and vacation packages but also on their daily spending, accelerating their path to free flights, cabin upgrades, and other travel-related perks. The program is designed to build stronger customer loyalty and attract new flyers seeking comprehensive travel rewards.
What This Means for Canadian Travellers
For consumers, the announcement promises a more integrated and potentially lucrative way to be rewarded for choosing Air Transat for their sun destination getaways and European travels. The partnership with a major Canadian financial institution like Desjardins suggests the program will have a strong domestic focus, tailored to the spending habits and travel aspirations of Canadian customers.
Industry observers will be watching closely for the official program rollout, expected later in 2026. The success of this venture will depend on the perceived value of the rewards, the ease of earning and redeeming points, and how effectively it stacks up against existing airline loyalty programs and broader coalition points systems in Canada.
This development underscores the ongoing evolution of loyalty marketing, where airlines are increasingly seeking powerful financial partners to deepen customer relationships and drive repeat business in a cost-conscious travel environment.
