I’m written quite a bit about Aeroplan and what we’re going to see post 2020. Aimia has been trying to find it’s footing ever since the announcement came out last May. Just last week, they posted a wider than expected loss and announced more cutting. They’ve already trimmed the portfolio including selling the Air Miles trademark and their coalition program Nectar in the UK.
This particular sentence from the media is interesting:
The company plans to unveil changes to Aeroplan in the coming months that will focus the card beyond 2020 more on leisure travel of its premium members. It will offer broader choice with multi-airline awards, tailored experiences beyond flights and a simpler customer experience.
Aeroplan has already made several improvements in terms of customer experience – correcting missing award availability, reducing call center hold times, adding online website features, and more. I hope this statement is more than just marketing copy.
One thing I only realized recently is that Aeroplan has been sponsoring various culinary events in Canada. Earlier this year, Aeroplan was involved in Dine Out Vancouver, Winterlicious in Toronto, and MTLaTable in Montreal. In Vancouver and Toronto, they offered benefits for Aeroplan members such as advanced reservations and an additional amenity for showing your Aeroplan card.
I had a chat with a few Aeroplan folks who told me that dining was an area that intersected with a lot of member’s interests. What I’m personally surprised by is that Aeroplan doesn’t have a dining network I’m aware of. Rewards Network runs the portals for United, American, Delta, and Alaska Airlines, so it shouldn’t be too hard to set up.
I’d like to see additional ways to earn miles next time – perhaps a bonus each time an Aeroplan member participated in the Dine Out event. Aeroplan really has been trying to improve their brand. I hope they know what they’re doing and that it fits in with the experience they’re trying to create. Aeroplan is one of my favourite programs, as it’s one of the most comprehensive and easiest programs for Canadians to earn miles in, and I hope they continue to do well in the future.