American Express Canada is grounding its Air Miles partnership and promising to instead double down on its Membership Rewards program.
In a statement Tuesday, the credit card brand said it “thoroughly evaluated the needs of cardmembers impacted by this change, with a commitment to unlocking the most rewards value while also providing enhanced service and lifestyle experiences.”
Based on its assessment, customers currently using an Air Miles American Express card will transition to an American Express product that earns Membership Rewards by Sept. 30, with specific transition dates for individual cardmembers being communicated to them in an early July notification from American Express.
This communication will outline the value the new product provides, including ways to maximize earning potential and flexible redemption options such as flights, hotels or offsetting their eligible purchases with statement credits.
“With this change, our cardmembers can spend confidently knowing they will be rewarded through the award-winning Membership Rewards program and continue to be backed by all the trust, service and security that American Express provides,” says Brett Mooney, president and CEO at Amex Bank of Canada.
American Express Canada is also opting for what it says is a “select group of strategic partners going forward.” It remains a partner in Aeroplan, and this spring, Amex announced a partnership with fintech brand Intuit to offer cardmembers the “ability to seamlessly share financial data using advanced secure protocols.”
The experiences and rewards accessible to cardmembers has been a frequent subject of Amex’s Canadian marketing efforts, specifically when it comes to travel and entertainment.
This March, BMO announced it was purchasing the Air Miles loyalty program for an undisclosed amount after its parent company LoyaltyOne filed for creditor protection. The bank closed on the deal last month, and is now the sole issuer of Air Miles credit cards.
Featured image by Marcus Quigmire.
