Air Miles is a group of loyalty programs operated by different companies in each region where the brand operates—the programs are available in Canada, the Netherlands, Bahrain, Qatar, and the United Arab Emirates. Points are earned on purchases at participating merchants and can be redeemed against flights with specific airlines.

The original Air Miles program began in the United Kingdom in November 1988. Since 2017, the name and trademarks have been owned by Diversified Royalty Corp. In 2023, the owner of the Canadian program, LoyaltyOne, filed for bankruptcy, leading to an acquisition by the Bank of Montreal (BMO) of the Canadian operations.

History

The Air Miles concept was created by Sir Keith Mills and began operating in the United Kingdom in November 1988. British company Loyalty Management Group (LMG) operated the program and licensed the rights to it in other countries by other operators.

LMG was later acquired by Canadian firm Group Aeroplan, now Aimia, which retained the intellectual property associated with the Air Miles name and logo internationally and is the majority partner in the Air Miles program in the Middle East. In 2017, Aimia sold the rights to the Air Miles trademarks to Diversified Royalty Corp (DIV). In 2026, DIV and Bank of Montreal (BMO) entered into an amendment agreement where BMO would be the exclusive licensee for the Air Miles trademarks until 1 February 2032.

In all other countries in which Air Miles programs operate, DIV is the licensor and is not involved in program operation. In Canada, it competes directly with Aimia's former program, Aeroplan, now owned directly by Air Canada. Similarly, the former Air Miles program in the UK had no affiliation with the Nectar program operated by Aimia.

Air Miles Canada

The Air Miles reward program was launched in Canada in 1992 and is Canada's largest coalition loyalty program. In 1998, Air Miles Canada was acquired by Alliance Data Systems. In 2008, Alliance Data Loyalty Services became known as LoyaltyOne.

200px|thumb|right|Air Miles logo used in Canada

Air Miles Canada has a number of sponsors, including Bank of Montreal, American Express, retail partners such as Shell Canada, Metro, Jean Coutu pharmacies, and the Eastlink cable company. Their online partners such as Amazon and eBay are available through their shopping portal Airmiles shops.

Consumers collect Air Miles reward miles from sponsors, which can be redeemed for 1,200 reward choices, such as travel, entertainment, home electronics and gift cards. Consumers get the best value for their Air Miles when they use them for travel for Dream Rewards or promotions for Cash Rewards in stores.

In April 2009, Air Miles Canada launched My Planet, an initiative to help people trade in their Air Miles for environmentally conscious products and services. Initially, My Planet offered collectors over 140 "green" redemption items, including public transit passes, organic cotton linens, and electric scooters. In September 2009, the program was extended to stores and point of purchase. However, on 4 October 2021, Air Miles introduced a series of revisions to the program.

On 31 January 2021, Lowe's and its subsidiaries Rona, Inc. and Réno-Dépôt officially ended their partnership with Air Miles; as of 1 February 2021; all of their retail and online stores stopped accepting Air Miles. On 31 March 2021, Liquor Control Board of Ontario ended their partnership with Air Miles and stopped accepting Air Miles at all of their retail and online store.

In 2022, Staples Canada and the parent of Sobeys and Safeway stores ended their partnerships with Air Miles. Staples stopped accepting Air Miles cards in July of that year, and Sobeys and Safeway stores will begin phasing out acceptance of Air Miles after 10 August 2022.

2023–present: Under Bank of Montreal

200px|thumb|right|Blue Rewards logo

On 10 March 2023, Air Miles' owner LoyaltyOne filed for bankruptcy in Canada, and Chapter 11 bankruptcy in the U.S., and entered in to purchase agreement with Bank of Montreal (BMO) for US$160 million, with the acquisition being completed on 1 June 2023. On 4 July 2023, American Express announced it would be ending its partnership with Air Miles and winding down its Air Miles co-branded credit cards by 30 September. Existing customers transitioned to cards featuring Amex's competing Membership Rewards program.

On 26 January 2026, BMO announced it would be replacing Air Miles with a new program called Blue Rewards beginning in the summer of 2026. On the same day, Shell Canada announced it was ending its 34-year partnership with Air Miles and would be joining the Scene+ loyalty program beginning in March 2026. BMO will continue to license the intellectual property related to Air Miles from DIV through 1 February 2032, but not the trademarks. Airmiles could be collected through Lloyds TSB Airmiles Duo credit card accounts, Shell petrol stations, Tesco supermarkets (50 airmiles for every £2.50 in Tesco Club Card vouchers), Southern Electric, travel products, package holidays purchased from Air Miles and over 100 online retailers.

The British program had an online shopping portal including retailers such as eBay and Currys. Airmiles could be redeemed for flights with British Airways and other airlines, Eurostar and ferry crossings, cruises, hotel accommodation, car hire, travel insurance, package holidays, spa and golf breaks and leisure activities. It was based in Crawley.

Air Miles was a subsidiary of British Airways, but the airline also operated a different scheme for its frequent flyers called BA Miles.

In September 2011, Air Miles announced that it would be rebranding to Avios and that taxes and charges would then be chargeable, quoting £497 for a return flight to Sydney; many previous users expressed regret and anger over this. The Airmiles scheme was combined with BA Miles and ended at midnight 14 November.

Air Miles United States

An Air Miles program was launched in the United States in 1992 by Loyalty Management Group. Participating companies included Lenscrafters, General Cinema, AT&T Corporation, and Citibank. Unlike its Canadian counterpart, the U.S. program was unsuccessful and suspended operations in May 1993.

2016 points cancellation

In 2011, Air Miles Canada announced that points earned by Canadian collectors would expire after five years. All points collected from inception to the end of 2011 would expire at midnight on 1 January 2017. The announcement generally went unnoticed at the time.

In 2016, as the deadline for redeeming points came closer, the media began to report on Canadian collectors struggling to redeem their points, frustrations with customer service, accusations that reward offers were being manipulated to discourage redemption and that merchandise was being hidden from some customers.

On 1 December, 30 days before the expiry deadline, Loyalty One reversed the policy, citing an impending Private Members Bill in the Legislative Assembly of Ontario that would ban the expiration of points in the province of Ontario.

It is estimated Air Miles intended to gain an estimated $180 to 250 million, due to the expiration of points (CAD),

References

  • Official Air Miles website