Air Miles Adds New Ways to Earn and Redeem Rewards

Air Miles has launched a refreshed brand platform and a new aspirational tagline aimed at Canadians ready to travel again: “Collect more moments.”

As a reminder, BMO Financial Group acquired Air Miles in March 2023 after Loyalty Ventures Inc. filed for bankruptcy. At the time, BMO described the purchase as a “made-in-Canada opportunity” to reinvigorate one of the country’s largest loyalty programs.

For Air Miles collectors, that reinvigoration is now underway. Here’s a clear look at what’s changed and what’s new.

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What’s new about Air Miles?

The refreshed brand centers on “moments” — collecting them, unlocking them and reaching them sooner. Alongside the new positioning, Air Miles has rolled out several program updates since April to make earning and redeeming Miles more flexible and relevant.

More ways to earn

Collectors now have expanded opportunities to earn Miles:

Air Miles Receipts: Launched in 2023, this feature awards Miles when members buy qualifying products and scan receipts in the Air Miles app within 14 days. It began with grocery purchases, and has since expanded to include liquor stores, with additional categories planned.
Card-linked offers: Link a Canadian-issued Mastercard to your Air Miles account to receive bonus Miles at partner retailers. BMO Air Miles Mastercards are pre-linked for customers. Examples include 250 bonus Miles for $500 spent at LG Electronics and 125 bonus Miles for $300 spent with Porter Airlines.

More ways to redeem

Redemption options have broadened: collectors can now redeem Air Miles for eVouchers at more well-known retailers such as Amazon, Sporting Life and TJX brands (Winners, HomeSense, Marshalls). The conversion remains the same as before the relaunch: 95 Cash Miles for $10 in value.

Gas discounts at Shell

Cardholders who link a BMO Air Miles credit or debit card can save at Shell stations: $0.07 per litre off Shell V-Power premium fuel and $0.02 per litre on other Shell fuels. This is a practical perk amid continued concerns about fuel costs.

Other credit card benefits

BMO Air Miles cardholders now earn double the Miles on purchases at wholesale clubs and liquor retailers in Canada—the same enhanced earn rate they receive at eligible grocery stores.

Conversions between Cash Miles and Dream Miles

Air Miles divides reward Miles into two categories: Cash Miles (used for retailer eVouchers and in-store discounts) and Dream Miles (used for travel and merchandise). Previously, Miles could not be moved between the two buckets. That has changed for higher-tier members: Onyx collectors now have unlimited transfers between Cash and Dream Miles, while Gold collectors can transfer up to 1,000 Miles per year. Blue collectors do not have transfer access.

Contests and events

To support the relaunch, Air Miles is running several promotions: the “Epic Moments” contest featuring trips and experiences; a special redemption event on July 19 when collectors can redeem Dream or Cash Miles and receive up to 35% back in value (opt-in required); and “The Moment Shop,” a branded pop-up tour visiting eight Canadian cities this summer.

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Can we call it a comeback?

As a long-time Air Miles collector — I joined in 1998 — my relationship with the program has had highs and lows. Early on, Miles were redeemed for travel, merchandise and gift cards. Over the years I’ve enjoyed redeeming Miles for small surprises, like a Cuisinart blender I picked up in the early 2000s. But the program has also disappointed at times: partner retailers have changed programs, policies shifted and there was even the 2023 bankruptcy scare that urged collectors to act quickly.

Air Miles has lost several major partners over time, including Rexall, Sobeys, Safeway, Staples, Lowe’s, Rona, the LCBO and most recently Metro (which had been a partner since 1998). Some retailers moved to competing loyalty programs such as Scene+ or developed their own reward systems; Metro introduced its own Moi Rewards program. These changes have affected how and where collectors can earn and redeem Miles.

Despite that turnover, Air Miles reports roughly 9.5 million active accounts, covering nearly half of Canadian households. Many collectors have stayed loyal. I chose credit cards that complemented my Air Miles strategy: a no-fee American Express Air Miles card (later cancelled when fees were added) and a BMO Mastercard offering strong Air Miles earnings and travel benefits. If you’re evaluating cards, MoneySense maintains updated picks for the best Air Miles and other rewards credit cards.

For my part, I primarily use Air Miles for eVouchers and in-store redemptions rather than saving for travel. The relaunch’s expanded eVoucher partners and the ability for higher-tier members to transfer between Cash and Dream Miles make the program more usable. I still think the original split between Cash and Dream Miles confused some members — but the added flexibility is a welcome improvement.

Only time will determine whether Air Miles regains the steadier footing it once had, but for now many collectors, myself included, are staying on board to see how the changes play out.