Blue Rewards: A New Loyalty Program Approaches

BMO has finally revealed its plan for the AIR MILES program it rescued from bankruptcy: a complete rebrand called Blue Rewards, launching in summer 2026. The iconic AIR MILES name is gone, Shell is out as a partner, and BMO is betting that a fresh start can salvage one of Canada’s most tarnished loyalty brands. Here’s what we know so far.

AIR MILES to Blue Rewards: An Upcoming Transition

If you’ve been even half paying attention to Canadian loyalty programs over the past few years, you know that AIR MILES has had a rough go of it. What was once the most recognizable loyalty brand in the country now has a dwindling list of partners and very few valuable use cases. Once upon a time, redeeming AIR MILES for Disney passes was the play. Sadly, not for some time now.

And why is that? Why the need for a rebrand? Well, perhaps it had to do with the downward spiral of multiple devaluations, including an expiry policy in 2016, so controversial that it was rolled back.

Then there was the confusing Cash Miles and Dream Miles split, not to mention losing the crown jewel of partners when Sobeys jumped ship to heavyweight competitor Scene+ in 2022. When parent company Loyalty Ventures filed for Chapter 11 bankruptcy in early 2023, BMO swooped in to acquire the program and keep it on life support.

That hasn’t staunched the proverbial bleeding. Now Shell is on the way out. Collectors can continue earning and redeeming at Shell locations through May 25, 2026 (or March 2, 2026 in Alberta), but after that, you’ll need to find your points elsewhere.

So, what does the rebrand to save AIR MILES as Blue Rewards actually mean for Canadian customers?

What We Know So Far About Blue Rewards

The core pitch from BMO is simplification. No more Cash Miles versus Dream Miles confusion. Everything consolidates into a single “Blue Points” balance. Existing collectors will see their miles automatically convert to “equivalent value” in summer 2026 with no action required. This also means cardholders of AIR MILES Mastercards can expect their card to be automatically linked to their Blue Rewards account. Card numbers won’t change.

We imagine that transferring existing AIR MILES balances to Blue Rewards points with “equivalent value” will be based on the following calculation: under the new program, 1,500 Blue Points = $10 when redeeming in-store or for e-gift cards. If you’ve spent any time with BMO Rewards, this structure will feel familiar.

So that would mean that in theory, 95 AIR MILES = 1,500 Blue Points (~15.8 Blue Points to 1 AIR MILE). I hope that there are no accounting errors during the conversion. This is also likely to be a bit jarring for older collectors used to the program who might not be as plugged in to technology or the news cycle. When Scene+ launched from the old Scotia Rewards, the transition was not very smooth. We hope it will be this time.

For redemptions, Blue Rewards is expanding its relationship with Expedia Group for flight, hotel, and car rental bookings. You’ll be able to use Blue Points to cover part or all of your travel costs without needing a minimum balance threshold.

Is this an upgrade on the old system? On the upside, you can use every single point you earn on travel. On the downside, you’re now locked into using the Expedia group (an Online Travel Agency or OTA) and whatever prices they charge. You also have to contact them should you have any issues.

The partner network is getting a refresh. Blue Rewards is adding Porter Airlines, Accor hotel brands (including Fairmont, Novotel, and SLS), Instacart, and a pile of MTY Group restaurants: Thai Express, Bâton Rouge, Pizza Delight, Sushi Shop, Mr. Sub, Manchu Wok, Mucho Burrito, Jugo Juice, and more. Existing partners like Pharmasave, Global Pet Foods, Irving, and Timber Mart are sticking around.

The Frugal Flyer team’s favourite is Mr. Sub. There’s always something good at Mr. Sub!

For BMO customers specifically, chequing account holders can opt in to earn Blue Points on gas, grocery, wholesale, and EV charging purchases with their debit card. New BMO Blue Rewards credit cards are coming, which BMO claims will be the only retail credit cards in Canada with built-in accelerators on gas, groceries, and wholesale purchases.

What are the multiplier categories or earn rates? Don’t know yet. They’ll need to be decent to compete with Scene+.

My Thoughts on the AIR MILES to Blue Rewards Transition

Let’s be real: this rebrand is BMO trying to distance itself from the AIR MILES brand’s accumulated baggage. I’m really not sure it’s the right call.

Sure, AIR MILES had lots of baggage (that’s not an intentional pun, but in retrospect, quite a good one), but it also had something other brands would do leveraged buyouts for: name recognition. AIR MILES is basically Canadian English for “loyalty program.” It’s like calling a tissue a Kleenex.

So why change it now? It’s not very clear why, and Blue Rewards is a somewhat mediocre name. Worse, it risks confusion with KLM Air France Flying Blue, a much more prestigious program.

The simplification angle is welcome, though. The Cash/Dream Miles split confused casual collectors, and forcing people to choose how earnings got allocated created friction that Aeroplan and Scene+ simply don’t have. One point type, one balance, straightforward math. Whether BMO can resist the urge to devalue things six months after launch remains to be seen.

Speaking of Scene+, Scotiabank’s coalition program has been gaining ground while AIR MILES was busy imploding. Scene+ now has Sobeys, Cineplex, and a growing partner list. Blue Rewards is clearly positioning itself in that same everyday-earning space, and the battle for the casual Canadian collector is heating up.

The big question mark is execution. BMO launched the eclipse Visa cards with 5x grocery earnings, then slashed BMO Rewards redemption values shortly after. Can Canadians expect a real alternative to Scene+, or blood being squeezed from a stone via devaluations? We’ll find out.

The other unknown is: new cards will surely be coming, with up to 1,000,000 points (or $6,700 in value) being raffled if you sign up for the waitlist. Will these cards have as clear an identity and value as the BMO VIPorter World Elite Mastercard? After all, when that card was launched in 2025, it blew all expectations out of the water.

For my money, BMO Rewards should just be folded into this. Maybe that’s the end goal. It’s all speculation at this point, either way.

Conclusion

Blue Rewards represents BMO’s attempt to salvage something from the AIR MILES wreckage. While the rebrand itself is questionable, the simplification is probably overdue, and the partner additions add practical everyday value. 

But this is still a mid-tier coalition program competing against Scene+ for casual collectors, not a serious contender for travel maximizers. The program structure is clearer and simpler, just don’t expect it to change your life. It will be exciting to learn more details as the launch happens, and we hope to see a powerful new line of Blue Rewards Mastercards coming soon.