Get ready for a game-changer in the world of travel rewards! Air Transat is shaking things up with a brand-new loyalty program, and it’s got everyone talking. But here’s where it gets controversial: will this program revolutionize how we earn and redeem travel perks, or will it fall short of expectations? Let’s dive in.
In a bold move, Air Transat has partnered with Desjardins Group and Visa to launch a loyalty program slated for the second half of this year. The airline promises travelers exclusive benefits and an enhanced experience, but the details are still under wraps. This announcement comes on the heels of Transat’s decision to suspend its BonBon rewards program last August, leaving many wondering what’s next.
And this is the part most people miss: the new program’s structure remains a mystery. Barry Choi, personal finance and travel expert behind Money We Have, points out that it’s unclear whether the program will mirror Air Canada’s consumer-focused Aeroplan or lean more toward the agent-centric BonBon model. “If they go the consumer-facing route, that’s where things could get really exciting,” Choi said. He compares it to competitors like WestJet, Porter, and Air Canada, which already offer credit cards allowing customers to earn points on everyday spending for flights, hotels, and car rentals.
Choi adds that a loyalty program is a no-brainer for leveraging consumer data. “It’s almost surprising they didn’t have something like this sooner. Every major brand has one, yet Transat seems to be playing catch-up,” he noted.
Xavier Szwengler, Transat’s vice-president of marketing and distribution, calls the program a “fundamental pillar” of the company’s strategy. “It’s about strengthening customer relationships while driving sustainable value for Transat and its investors,” he explained in a recent press release. More details are expected in the coming months.
Visa Canada’s Dan Iwachiw teased a “suite of cards” designed to offer Canadians more travel opportunities, meaningful rewards, and seamless payment experiences. But will it live up to the hype? That remains to be seen.
Meanwhile, Air Transat is on an upswing, reporting its first full-year profit since 2018 in December. The airline raked in $241.9 million, a stark contrast to the $114 million loss in fiscal 2024. With a focus on Mexico, the Caribbean, and Europe—and only two U.S. destinations—Transat has pivoted away from declining demand for stateside spots like Florida and Las Vegas.
Here’s the million-dollar question: Will Air Transat’s new loyalty program be a game-changer, or just another rewards system? And what do you think—should they focus on consumers or stick to a travel agent-driven model? Let us know in the comments below!
This report by The Canadian Press was first published on January 19, 2026. Daniel Johnson, The Canadian Press.
