Air Canada to launch revamped Aeroplan program in November

Air Canada is revamping its Aeroplan loyalty program in an effort boost membership amid a global travel industry devastated by the COVID-19 pandemic. The relaunch on Nov. 8 will allow all members to book seats on any Air Canada flight using Aeroplan points, a change from the current model where seat inventory is limited. It will eliminate the carrier surcharge — which varies from less than $25 to the high hundreds — on flights purchased with points, though a $39 fee applies for trips operated by Air Canada's partner airlines. Members will also be able to share points with up to eight friends and family members, combining them in a pool anyone in the group may put toward a trip. The airline hopes the relaunch, planned after it reacquired the rewards program from Aimia Inc. in January 2019, will add another two million members before 2024 to the five million-plus who already hold Aeroplan cards. The new program, based in part on feedback from thousands of consumers, "is more important than ever as airlines compete to earn and retain customer loyalty in a rapidly changing environment," CEO Calin Rovinescu said Tuesday.<br/>