The Big Story Weekend Listen: Do loyalty programs still pay off? Breaking down changes for Canadian consumers
Jan 31, 2026
Patrick Sojka, founder of RewardsCanada.ca and loyalty program researcher, unpacks major shifts in Canadian rewards. He breaks down Air Miles becoming Blue Rewards and what the points conversion and new partners mean. He explains Shell moving to Scene+, linked program strategies, and how consumers juggle multiple loyalty schemes.
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Air Miles Rebrands As Everyday Program
- Air Miles is shifting from a travel-first brand to an everyday rewards program under the Blue Rewards rebrand.
- Patrick Sojka says point names and partner mix will change but redemption value stays the same after conversion.
Prepare For Miles-To-Points Conversion
- Expect a seamless switch to Blue Rewards with miles converted to points and similar redemption values.
- Check conversion rates and download any new apps so your balances and redemptions remain usable after the change.
Everyday Partners Aim To Boost Daily Value
- Blue Rewards will add frequent, everyday partners like restaurants to boost regular earning opportunities.
- Sojka frames the rebrand as helping Canadians stretch budgets amid inflation by enabling small, regular savings.