Air Transat, Desjardins and Visa Launch Loyalty Program

Air Transat has announced plans to launch a new loyalty program in partnership with Desjardins Group and Visa. The airline says the program, expected to roll out in the second half of this year, will deliver exclusive benefits and an improved travel experience for customers. The announcement follows the suspension of Transat’s BonBon rewards program in August of last year, according to the Association of Canadian Travel Agencies and Travel Advisors.

Questions about the program’s focus

Barry Choi, the founder of the personal finance and travel site Money We Have, said it remains unclear whether the new program will resemble Air Canada’s Aeroplan loyalty model or the earlier BonBon system, which was less consumer-facing and more oriented toward travel agents.

“If Transat takes a consumer-facing approach, that’s when the program could become especially compelling,” Choi said in an interview. “Other carriers such as WestJet, Porter and Air Canada already offer co-branded credit cards that let customers earn points on everyday purchases and redeem them for flights, hotels and car rentals. A similar model for Transat could expand customer engagement and create more ways to earn and use rewards.”

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Choi added that launching a loyalty program is a logical move for Transat because it helps companies better understand customers through data and creates additional revenue opportunities. “You’d expect most consumer brands to have a loyalty program already,” he said. “For an airline focused on leisure travel, a well-structured rewards program can boost repeat bookings and strengthen customer relationships.”

Consumers can expect more details in coming months

Xavier Szwengler, Transat’s vice-president for marketing and distribution, described the new program as a core element of the company’s strategy. In a news release he said the initiative will “strengthen ties with our customers while accelerating sustainable value creation for Transat and its investors.” Szwengler added that the company will share further details about the program in the months ahead.

Dan Iwachiw, vice-president and head of product at Visa Canada, said Visa will support the launch with “a suite of cards designed to bring more travel opportunities, meaningful rewards, and exceptional payment experiences to Canadians.”

Air Transat reported its first full-year profit since 2018 in December, posting net earnings of $241.9 million for the full fiscal year after a strong third quarter, following a loss of $114 million in the prior fiscal year. The improved results reflect a rebound in demand for many travel markets.

The carrier primarily serves leisure routes to Mexico, the Caribbean and Europe, with only two scheduled destinations in the United States. As travel demand to some U.S. gateways such as Florida and Las Vegas softened, Transat broadened its focus toward more distant destinations to match shifting passenger preferences.

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