Draft:Blue Rewards (loyalty program)

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Blue Rewards
FormerlyAir Miles
TypeSubsidiary
IndustryLoyalty
FoundedJune 2nd, 2026
HeadquartersToronto,
Canada
Websitebluerewards.ca

Blue Rewards is a Canadian loyalty program owned by the Bank of Montreal (BMO)[1].The program enables members to earn and redeem Blue Points through purchases with participating retail, travel, financial services, and online Partners. Blue Rewards was introduced in June 2026, following BMO’s acquisition of the AIR MILES Reward Program [2] in 2023, and its transition from the AIR MILES brand to a new loyalty platform. Existing AIR MILES Reward Miles were automatically converted to Blue Points, with members retaining their existing accounts and membership numbers.

History

The AIR MILES Reward Program was launched in Canada in 1992 by Loyalty Management Group Canada as a coalition loyalty program that allowed members to collect Reward Miles through purchases at participating retailers and service providers. By 2008, the program had expanded its network of businesses and became one of Canada’s largest loyalty programs.[3]

In addition to retail partners, AIR MILES developed partnerships in the travel industry, financial services, and consumer goods.  

In 2011, Loyalty Management Group Canada was acquired by Alliance Data Systems, which then became known as LoyaltyOne in 2008.[4]

In March 2023, LoyaltyOne filed for bankruptcy in Canada, and entered into a purchase agreement with Bank of Montreal (BMO).[5] BMO stated that the acquisition would allow it to integrate AIR MILES with its existing customer and rewards offerings.  

Following the acquisition, BMO continued operating AIR MILES while developing a new loyalty platform. In 2026, BMO launched Blue Rewards as the successor to AIR MILES in Canada. Existing AIR MILES collectors were transitioned to Blue Rewards, with their Reward Miles converted to Blue Points as part of the change.  

Competition

Blue Rewards operates within Canada’s coalition loyalty program market, alongside programs like Aeroplan, PC Optimum, Scene+, and Triangle Rewards. These programs allow members to earn and redeem rewards across participating retailers, financial institutions, travel providers, and other partners. Each have their own structure, partners, and redemption options.  

Dormancy

Blue Rewards do not impose a fixed expiration date on Blue Points. Instead, the program uses a dormancy policy, where Points may be forfeited if a member’s account is inactive for 24 consecutive months. Qualifying account activity includes earning at least one Blue Point, redeeming a reward, or transferring points to another account.[6]

Earning Points

Members can earn Blue Points in-store at participating retail partners by presenting their Blue Rewards Member card, through the online shopping portal Blue Rewards Shops, travel bookings, grocery receipts, and promotional offers. The program is integrated with several BMO financial products, including credit cards and chequing accounts that award Blue Points on eligible purchases. Cardholders can also earn on Card Offers, which provide Bonus Points on qualifying purchases made with the linked payment card at participating merchants.[7]

Redeeming Points

Blue Points can be redeemed for a variety of rewards, including travel bookings, merchandise, eGift Cards, statement credits, and fuel savings. Options vary depending on the reward category and may be subject to availability and program terms.

Members can redeem Points through the Blue Rewards website and mobile application. The program also offers occasional promotional redemption events and limited time offers.

Partners and Former Air Miles Partners

Current Partners

  1. Dollarama[8]
  2. Instacart
  3. Pharmasave
  4. Thai Express
  5. MR. SUB
  6. Fairmont Hotel and Resort
  7. Sephora
  8. Jugo Juice
  9. Avis & Budget
  10. Adidas
  11. Blue Reward Shops
  12. Blue Rewards Travel
  13. Alamo Rent A Car
  14. Redtag.ca
  15. United Van Lines
  16. Mayflower
  17. Action Car and Truck Accessories
  18. Dynata
  19. Airalo
  20. Amazon
  21. Apple
  22. Ashley
  23. Attitude
  24. Baskits
  25. Best Buy
  26. Bikini Village
  27. Bkind
  28. Blush
  29. Buffalo David Bitton
  30. Decathalon
  31. Dell
  32. Ever New
  33. Fresh
  34. Global Pet Foods
  35. H&M
  36. Hello Fresh
  37. Hilton
  38. HP
  39. IHG Hotel & Resorts
  40. Kanuk
  41. Kernels Popcorn
  42. Kilne
  43. Knix
  44. Landmark Cinemas
  45. Lids
  46. Lululemon
  47. Lyft
  48. Manchu Wok
  49. Marble Slab Creamery
  50. Merit
  51. Miniso
  52. Moose Knuckle
  53. Moroccanoil
  54. Mucho Burrito
  55. Nardini Specialties
  56. NARS
  57. National Car
  58. Nestle-Purina
  59. Newegg
  60. Novotel
  61. OLG
  62. Pizza Delight
  63. Porter
  64. Princess Auto
  65. Rimrock
  66. SAIL
  67. Shiseido
  68. Simons
  69. Sofitel
  70. Sushi Shop
  71. TacoTime
  72. Tentree
  73. Timber Mart
  74. Via Rail
  75. Wings Up!

source:[9]

Few Former Partners Air Miles

  1. Shell[10]
  2. Manitoba Liquor Marts[11]

References

  1. ^ Evans, Pete. "BMO agrees to buy Air Miles loyalty program". CBC.{{cite news}}: CS1 maint: url-status (link)
  2. ^ "BMO takeover of Air Miles now official | CBC News". CBC. Archived from the original on 2025-07-23. Retrieved 2026-07-21.
  3. ^ "Print Article". www.thestar.com. Archived from the original on 2012-01-23. Retrieved 2026-07-21.
  4. ^ "LoyaltyOne - Company History". www.loyaltyone.com. Archived from the original on 2009-10-19. Retrieved 2026-07-21.
  5. ^ "Air Miles Owner Goes Bankrupt, Plans Sale of Program to BMO". pp. Bloomberg.{{cite news}}: CS1 maint: url-status (link)
  6. ^ "Do Blue Points Expire? What You Need To Know | Blue Rewards". 2025-07-23. Retrieved 2026-07-21.
  7. ^ S, Patrick (2026-06-17). "The Complete Guide to Blue Rewards". Rewards Canada. Retrieved 2026-07-21.
  8. ^ Paglinawan, Denise. "Dollarama joins BMO's Blue Rewards program". Financial Post.{{cite news}}: CS1 maint: url-status (link)
  9. ^ "Blue Rewards Partners | Earn & Redeem Points with Top Brands". Blue Rewards.{{cite web}}: CS1 maint: url-status (link)
  10. ^ Hudes, Sammy. "Points program shuffle: BMO replacing Air Miles, Shell joins Scene+". The Canadian Press.{{cite news}}: CS1 maint: url-status (link)
  11. ^ Froese, Ian. "Manitoba Liquor Marts prepare to leave Air Miles, seek new loyalty partner". CBC.{{cite news}}: CS1 maint: url-status (link)

Category:Loyalty Program

References

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