Canadian Loyalty Points Guide 2026: Complete Program Analysis
The definitive resource for understanding, valuing, and maximizing every major Canadian loyalty program. From Aeroplan to Scene+, learn what your points are really worth, when to redeem vs sell, tax implications, and how to convert points into cash when you need it.
Introduction: Who This Guide Is For
Canadians collectively hold billions of dollars worth of loyalty points across programs like Aeroplan, Amex Membership Rewards, Marriott Bonvoy, Scene+, RBC Avion, and PC Optimum. Yet most Canadians don't fully understand what their points are worth, when it makes sense to redeem them versus sell them, or how the secondary points market works.
This guide is designed for:
- Credit card users who have accumulated points but aren't sure what to do with them
- Frequent travelers evaluating whether redemption or cash sales offer better value
- Canadians facing card cancellations who need to decide what to do with points before they're forfeited
- Anyone curious about the points economy and how loyalty programs really work
- People who need cash now and are considering selling unused points
By the end of this guide, you'll understand the Canadian loyalty landscape, know exactly what your points are worth in both redemption and cash terms, understand the legal and tax considerations, and have a clear framework for making informed decisions about your points.
Quick Summary:
The three major transferable programs in Canada are Aeroplan, Amex Membership Rewards, and Marriott Bonvoy. These can be sold for cash at rates of $0.004-0.0155 per point depending on the program. Selling is legal under Canadian law but violates program terms. Most transactions under $10,000 aren't reported for tax purposes, but consult a professional for larger amounts.
Major Canadian Loyalty Programs Overview
Canada has six major loyalty programs that most consumers interact with. Here's what you need to know about each:
Aeroplan (Air Canada)
Most Valuable for TravelTypical Earn Rate
1-5x per $1
Redemption Value
1-3¢ per point
Cash Sale Value
$0.01-0.015/pt
How to earn: CIBC, TD, and Amex co-branded credit cards, Air Canada flights, Star Alliance partner flights, eStore shopping portal, partner offers.
Best redemptions: Premium cabin (business/first class) international flights on Air Canada and Star Alliance partners. Sweet spots include Air Canada business to Europe (60,000-70,000 points one-way), United Polaris to Asia, Lufthansa First Class.
Key features: No blackout dates, dynamic pricing (award costs fluctuate), Family Sharing for pooling points, extensive Star Alliance network, stopover privileges.
Selling: Can be sold via Family Sharing feature at $0.01-0.015 CAD per point. Minimum 25,000 points. Learn more about selling Aeroplan
Amex Membership Rewards
Most Flexible ProgramTypical Earn Rate
1-5x per $1
Redemption Value
1-2.5¢ per point
Cash Sale Value
$0.011-0.0155/pt
How to earn: Amex Platinum, Amex Gold, Amex Cobalt (MR Select), and other Amex cards. Earn rates vary by card and category (Cobalt offers 5x on groceries/restaurants).
Best redemptions: Transfer to airline partners (Aeroplan 1:1, British Airways Avios 1:0.75) or hotel partners (Marriott Bonvoy 1:1.2). Direct travel bookings through Amex Travel offer poor value (0.7-1¢ per point).
Key features: 7 airline transfer partners and 1 hotel partner (Canadians don't have access to Hilton unlike US cardholders). Points expire if you cancel all MR-earning cards. See full transfer partner guide
Selling: Transfer to Aeroplan first (1:1), then use Family Sharing to sell. Rate: $0.011-0.0155 CAD per point, minimum 25,000. Learn more about selling Amex MR
Marriott Bonvoy
Leading Hotel ProgramTypical Earn Rate
2-10x per $1
Redemption Value
0.5-1.2¢ per point
Cash Sale Value
$0.004-0.007/pt
How to earn: Marriott Bonvoy co-branded credit cards (various banks in Canada), hotel stays at Marriott properties (30+ brands including Ritz-Carlton, St. Regis, Westin, Sheraton), Amex MR transfers at 1:1.2.
Best redemptions: Off-peak Category 5-6 hotels, all-inclusive resorts, Points + Cash bookings, transferring to airline partners at 3:1 (60,000 Marriott = 25,000 airline miles).
Key features: No blackout dates, fifth-night-free on award stays (5 nights for the price of 4), status benefits (Platinum/Titanium/Ambassador), transfer to 40+ airline partners.
Selling: Can be sold at $0.004-0.007 CAD per point (lower per-point value reflects hotel points being worth less than airline miles). Minimum 25,000 points. Learn more about selling Marriott Bonvoy
Scene+ (Scotiabank)
Entertainment & GroceriesTypical Earn Rate
1-5x per $1
Redemption Value
0.7-1¢ per point
How to earn: Scotiabank Scene+ credit cards, Cineplex movie purchases, Empire groceries (Sobeys, Safeway, IGA), Recipe Unlimited restaurants, Harvey's, Swiss Chalet.
Best redemptions: Movie tickets (best value at ~1¢ per point), statement credits, merchandise. Can convert to Aeroplan at varying ratios.
Why not purchased: Scene+ lacks official transfer mechanisms outside of conversion to Aeroplan (which is itself a redemption, not a true transfer). Brokers don't typically purchase Scene+ directly.
RBC Avion
RBC Travel RewardsTypical Earn Rate
1-1.5x per $1
Redemption Value
1-2.3¢ per point
How to earn: RBC Avion credit cards (Visa Infinite, Platinum). Fixed earn rates, no category bonuses.
Best redemptions: RBC Travel Rewards flight booking (15,000 points = $150-250 value depending on card tier), British Airways Avios conversions at 1:0.75.
Why not purchased: RBC Avion points are typically forfeited 30-90 days after card cancellation and lack portable transfer mechanisms. Points are tied to the card, not a separate program account.
PC Optimum
Grocery RewardsTypical Earn Rate
10-45 pts per $1
Redemption Value
0.1¢ per point
How to earn: PC Financial credit cards, Loblaws banner stores (No Frills, Superstore, Shoppers Drug Mart, Pharmaprix), Esso gas stations.
Best redemptions: In-store redemptions at Loblaws stores and Shoppers Drug Mart. Fixed value: 10,000 points = $10. Common to accumulate 100,000-500,000+ points.
Why not purchased: PC Optimum is a closed-loop program with redemptions only at participating stores. No transfer mechanisms exist. Very low per-point value (0.1¢).
Points Valuation Table: Redemption vs Selling
Understanding what your points are worth is critical for making informed decisions. Here's how the major Canadian programs compare:
| Program | Best Redemption Value | Average Redemption | Cash Sale Value | 100k Points Worth |
|---|---|---|---|---|
| Aeroplan | 2-3¢ per point (Premium cabin intl) | 1.2-1.8¢ per point | $0.01-0.015/pt | $1,000-1,500 |
| Amex MR | 2-2.5¢ per point (Transfer to partners) | 1.5-2¢ per point | $0.011-0.0155/pt | $1,100-1,550 |
| Marriott Bonvoy | 0.8-1.2¢ per point (Cat 5-6 hotels) | 0.5-0.8¢ per point | $0.004-0.007/pt | $400-700 |
| Scene+ | 0.8-1¢ per point (Movie tickets) | 0.7-0.9¢ per point | Not purchased | $700-1,000 value |
| RBC Avion | 2-2.3¢ per point (Visa Infinite flights) | 1-1.5¢ per point | Not purchased | $1,000-2,300 value |
| PC Optimum | 0.1¢ per point (Fixed value) | 0.1¢ per point | Not purchased | $100 |
Key Insights:
- Premium cabin redemptions beat cash sales: If you can book business/first class flights, redemption value (2-3¢) easily beats selling (1-1.5¢). But this requires specific travel plans and availability.
- Economy flights make selling competitive: Economy redemptions typically deliver 1-1.5¢ per point, which is only slightly better than selling for cash—and cash offers more flexibility.
- Hotel points have lower cash value: Marriott Bonvoy's cash sale value ($0.004-0.007/pt) reflects that hotel points are generally worth less than airline miles.
- Selling provides guaranteed value: Redemption values are theoretical until you actually book. Selling gives you a guaranteed cash amount today.
How to Sell Loyalty Points in Canada: Step-by-Step
Selling loyalty points is straightforward when you work with a reputable Canadian broker. Here's the complete process for the three sellable programs (Aeroplan, Amex MR, Marriott Bonvoy):
Request a Quote
Contact a trusted Canadian broker and specify which program you want to sell from and how many points. You'll typically receive a quote within 24 hours showing:
- • The rate per point (e.g., $0.012 CAD per Aeroplan point)
- • Total cash amount you'll receive
- • Timeline for transfer and payment
- • Any minimum point requirements (typically 25,000)
There should be no upfront fees or payments required from you. Never work with a broker who asks you to pay them.
Accept the Rate
If the quote is acceptable, confirm your acceptance. The rate is typically locked in for 24-48 hours to protect both parties from market fluctuations.
The broker will provide you with specific instructions for the next step (point transfer), including the account details you'll need.
Transfer Your Points
This is the critical step where you move points to the broker. The method varies by program:
Aeroplan: Family Sharing Method
Log into your Aeroplan account, navigate to Family Sharing, add the broker's designated family member account (they'll provide the Aeroplan number and details), then pool your points. This method is:
- • Free (no transfer fees)
- • Instant (points transfer immediately)
- • Official Aeroplan feature (designed for legitimate transfers)
Amex MR: Transfer to Aeroplan First
Since Amex MR points cannot be directly transferred to another person, you first transfer to Aeroplan (1:1 ratio, instant), then use Aeroplan's Family Sharing to complete the sale.
Marriott Bonvoy: Direct Transfer
Marriott allows point transfers between accounts. The broker provides their Marriott Bonvoy account number, you log into your account and initiate the transfer. Marriott may charge a small fee per 1,000 points transferred.
Receive Your Payment
Once the broker confirms receipt of your points (which happens instantly or within 24 hours depending on the method), they send your payment via Interac e-Transfer.
Timeline: Most brokers send payment within 24 hours of receiving points. Interac e-Transfer delivers funds to your bank account in minutes to a few hours.
Total process time: 24-72 hours from initial quote to cash in your account, with most of that time being coordination rather than processing.
Red Flags to Avoid:
- • Broker asks for upfront payment or fees
- • Broker requests your password or login credentials
- • Rates seem too good to be true (2-3¢ per point is a scam)
- • No verifiable Canadian business presence or contact info
- • Pressure tactics or urgency ("offer expires in 1 hour")
Tax Implications of Selling Loyalty Points in Canada
One of the most common questions Canadians have is: "Do I need to report income and pay taxes when I sell loyalty points?"
The answer is nuanced because the Canada Revenue Agency (CRA) has not issued specific guidance on selling loyalty points for cash. Here's what we know:
Points Earned from Personal Credit Card Spending
For the vast majority of Canadians, loyalty points are earned through personal credit card spending on everyday purchases (groceries, gas, restaurants, bills). The CRA generally treats these points as:
- Rebates or discounts rather than income when earned
- Not taxable when redeemed for travel or merchandise
- Grey area when sold for cash (CRA hasn't clarified this scenario)
In practice, most small transactions (under $10,000) are not reported and the CRA does not actively pursue taxation of loyalty point sales earned on personal spending. However, this is a grey area without clear legal precedent.
Points Earned from Business Expenses
If you earned points from business expenses that you claimed as tax deductions, the situation changes. The logic is:
- 1. You deducted $10,000 in business expenses from your taxable income
- 2. Those expenses earned you points that you later sell for $500
- 3. The CRA could argue the $500 is taxable business income or reduces your expense deduction
This is more likely to be scrutinized, especially for incorporated businesses or large transactions.
Regular/Systematic Point Sales
If you're systematically earning and selling points as a business activity (e.g., manufactured spending, credit card churning for profit), the CRA could deem this a business and require you to report all proceeds as income and remit GST/HST.
Practical Guidance:
- One-time or occasional sales under $10,000: Generally not reported or taxed in practice
- Sales over $10,000: Consult with a Canadian tax professional or accountant
- Points from business expenses: Consult an accountant; likely taxable
- Regular/systematic sales: Consult an accountant; may be considered business income
Disclaimer:
This is general information only and not professional tax advice. Tax situations vary by individual circumstances. For any transaction over $10,000, regular sales activity, or business-earned points, consult with a qualified Canadian tax professional or chartered accountant.
When to Sell vs Redeem: Decision Framework
The central question every Canadian with loyalty points faces: Should I use these for travel/rewards, or convert them to cash?
Here's an honest framework for making this decision:
Selling Makes Sense When:
Your credit card is being cancelled
If you're losing your credit card (whether by choice or involuntarily), selling ensures you capture value before points are forfeited. This is especially critical for Amex MR, which expires when you cancel your last MR-earning card.
Points are about to expire
Some programs have expiry policies (Aeroplan points expire after 18 months of inactivity). If you can't extend the expiry or book travel in time, selling recovers value that would otherwise be lost.
You need cash immediately
Emergency expenses, unexpected bills, or cash flow needs make selling the practical choice. Cash provides immediate liquidity that points cannot.
You don't have concrete travel plans
If you're holding points "just in case" without specific trips planned in the next 6-12 months, selling provides guaranteed value today versus speculative future value.
You only fly economy
Economy redemptions typically deliver 1-1.5¢ per point in value, which is only marginally better than selling for 1-1.5¢ cash. The cash offers more flexibility (use it for anything, not just flights).
Award availability is poor
If you can't find award availability for your desired destinations/dates, or dynamic pricing has made redemptions expensive, selling ensures you still extract value from your points.
Redemption Makes Sense When:
You have premium cabin travel planned
Business or first class international flights can deliver 2-4¢ per point in value—double or triple what you'd get by selling. A 70,000-point business class ticket worth $4,000+ easily beats $700-1,050 in cash.
You're actively earning more points
If you're still using your credit card and accumulating points, you have time to plan travel redemptions and maximize value. Selling makes more sense when you've stopped earning.
You can find sweet-spot redemptions
Programs have "sweet spots" where redemption value spikes (e.g., Aeroplan short-haul at 6,000-10,000 points, partner business class at fixed rates). If you know how to maximize redemptions, you'll beat cash value.
Family or friends can benefit
Through Family Sharing or booking for others, you can use points for family members' travel, effectively multiplying the value (e.g., book a family trip worth thousands using your points).
Quick Decision Matrix
| Your Situation | Recommended Action |
|---|---|
| Business class trip booked in next 6 months | Redeem |
| Card being cancelled, no immediate travel plans | Sell |
| Economy travel only, flexible on dates | Either (slight edge to selling) |
| Points expiring in 3 months, no trips planned | Sell |
| Still actively earning, travel enthusiast | Redeem |
| Need cash for emergency expense | Sell |
| Large balance, some for travel + some unused | Hybrid (redeem some, sell rest) |
Frequently Asked Questions
Which Canadian loyalty program is worth the most per point?
Aeroplan points typically offer the highest value when redeemed for premium cabin international flights (2-3¢ per point), followed by Amex Membership Rewards (2-2.5¢ when transferred to airline partners). However, when selling for cash, Amex MR offers slightly higher rates ($0.011-0.0155 per point) compared to Aeroplan ($0.01-0.015 per point). Scene+, RBC Avion, and PC Optimum are worth 0.5-1¢ per point each.
Can I legally sell loyalty points in Canada?
Yes, selling loyalty points is legal under Canadian law—there is no statute prohibiting it. However, it typically violates the terms and conditions of the loyalty programs themselves. This is a private contractual matter, not a legal restriction. The practical risk is account closure if the program detects the sale, though this is rare with proper transfer methods like Aeroplan's Family Sharing feature.
Do I have to pay taxes when selling loyalty points in Canada?
The tax treatment is unclear as the CRA has not issued specific guidance. Points earned on personal credit card spending are generally considered rebates or discounts (not income) when earned. Selling them falls into a grey area. Most small transactions (under $10,000) are not reported. Points earned from business expenses that were claimed as deductions could be taxable when sold. Consult a Canadian tax professional for transactions over $10,000 or frequent sales.
How long does it take to sell loyalty points for cash in Canada?
For programs like Aeroplan and Amex MR, the entire process takes 24-72 hours when working with a reputable broker. The steps include: (1) Get a quote (same day), (2) Accept the rate (immediate), (3) Transfer points via Family Sharing or transfer partner (instant to 24 hours), (4) Receive payment via Interac e-Transfer (within 24 hours of broker receiving points). Most of the time is coordination rather than processing.
What is the minimum number of points I can sell?
Most Canadian brokers require a minimum of 25,000 points for Aeroplan, Amex Membership Rewards, and Marriott Bonvoy. This minimum exists because smaller transactions aren't economically viable after accounting for processing costs and transfer coordination. Some brokers may accept larger minimums (50,000+) depending on the program.
Can I sell Scene+, RBC Avion, or PC Optimum points?
Generally no. These programs have limited or no legitimate transfer mechanisms, making sales difficult and riskier. Aeroplan, Amex MR, and Marriott Bonvoy are the primary programs brokers purchase because they have official transfer features (Family Sharing, partner transfers) that reduce risk for both parties. Scene+ can convert to Aeroplan, but the conversion itself is the redemption.
Should I sell my points or redeem them for travel?
Redeem if you have specific premium cabin travel planned in the next 6-12 months and can get 2+ cents per point in value. Sell if you need cash immediately, your card is being cancelled, points are expiring, you don't have concrete travel plans, or you'd only book economy flights (where cash prices are competitive). A hybrid approach—redeeming some for travel, selling the rest for cash—also makes sense.
What happens to my points if I cancel my credit card?
It depends on the program. Aeroplan points stay in your Aeroplan account even after cancelling a co-branded card (they're tied to the program, not the card). Amex Membership Rewards are forfeited when you cancel your last MR-earning card unless you transfer them first. RBC Avion points are typically forfeited 30-90 days after card cancellation. Always check your card's specific terms or sell/transfer points before cancelling.
Related Resources
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Mega Miles Broker Team
Points Brokerage Specialists
Loyalty points experts with 10+ years experience and 10,000+ transactions since 2014.