Air Canada confirmed that it will launch its own loyalty program in 2020 when its exclusive contract with Aimia, the owner of Aeroplan, expires.

Aimia, a data-driven marketing and loyalty analytics company, has operated Aeroplan, Air Canada’s current program, for nearly a decade.

Air Canada committed to business as usual through June 2020.

Before the new Air Canada program launches, members will be able to earn and redeem Aeroplan Miles for Aeroplan Rewards, including flights with Air Canada and its Star Alliance partners, in accordance with the Aeroplan program.

After June 2020, miles earned from Air Canada and Star Alliance flights will be credited to the new program, with customers able to redeem those miles for rewards, including Air Canada and Star Alliance partner flights.

Air Canada intends to continue to offer Aimia redemption seats with pricing competitive with other third-party rewards programs.

Aeroplan miles earned up to June 2020 will stay in Aeroplan members’ accounts, and will continue to be subject to the conditions of their program.

Air Canada’s most frequent flyers will continue to receive Air Canada Altitude status recognition and its associated range of privileges, based on their annual flight activities with Air Canada and the Star Alliance member airlines.

All Million Mile program qualification activity and status will also be honored in the new program.

Air Canada believes the move will strengthen its customer relationships.

Benjamin Smith, president of passenger airlines, said:

“The new program, launching in 2020, will offer additional earning and redemption opportunities, more personalized service and a better digital experience for Air Canada customers. Similar to all of Air Canada’s North American peers, by managing our own loyalty program, we will be able to take better care of our customers by making decisions in real time that address specific needs.”

Aimia operates other coalition loyalty programs, including Nectar, led by the Sainsbury’s supermarket chain in the UK, and Air Miles Middle East, whose participants include Booking.com, Hilton Hotels and Budget Car Rental.

The company uses the MicroStrategy platform for business intelligence reporting and analytics to analyze member information, track purchasing patterns, identify profiles of loyal members and align its loyalty program with members’ preferences.