Canadian leisure airline Air Transat has announced plans to launch a brand-new customer loyalty program. The initiative is being developed in partnership with financial giants Desjardins and Visa, marking a significant shift in the airline's strategy to reward its passengers.
A Strategic Partnership for Enhanced Rewards
The core of the new program will be built on a collaboration between Air Transat, Desjardins, and Visa. While specific details regarding point structures, redemption options, and tier benefits are still under wraps, this tripartite alliance suggests a comprehensive approach to loyalty. The program is expected to integrate travel rewards with financial services, potentially offering co-branded credit cards and other value-added perks for frequent flyers.
The announcement was made public on January 19, 2026. This move positions Air Transat to compete more aggressively in the crowded Canadian travel market, where loyalty programs are a key driver of customer retention and spending.
Context and Competitive Landscape
The news comes at a time when the airline industry is keenly focused on rebuilding and strengthening customer relationships post-pandemic. For Air Transat, which specializes in vacation travel to sun destinations, Europe, and within Canada, a robust loyalty scheme is crucial for encouraging repeat business.
By partnering with Desjardins, one of Canada's largest financial cooperatives, and Visa, a global payments leader, Air Transat gains significant infrastructure and reach. This partnership likely aims to create a seamless ecosystem where everyday spending can accelerate the earning of travel rewards, making dream vacations more accessible to members.
What This Means for Canadian Travellers
For consumers, the introduction of a new loyalty program from a major carrier like Air Transat promises more choice and potentially greater value. Travellers can anticipate a program tailored to leisure travel, with benefits that may include:
- Earning points on flights and everyday purchases.
- Flexible redemption options for flights, upgrades, and vacation packages.
- Exclusive member fares and early access to sales.
- Enhanced travel experience perks.
The success of the program will hinge on its perceived value, ease of use, and how well it distinguishes itself from existing programs offered by competitors like Air Canada's Aeroplan and WestJet Rewards. All eyes will be on Air Transat as it rolls out more concrete details ahead of the program's launch later in 2026.
