AIRLINES SWAP PARTNERS
By Adnews Staff
Air Canada of Toronto and Calgary-based Canadian Airlines engaged in a spirited game of hotel partnership swapping this week. Air Canada announced that as of June 1, Delta Hotels & Resorts will leave Canadian Airlines' stable of hotel partners and sign on with Air Canada's Aeroplan membership program. In a release, Delta gave a long list of reasons for the partnership change. Chief among them was Delta's claim that more Delta guests were flying with Air Canada than any other airline. Delta's departure from Canadian was balanced by ITT Sheraton, a former Air Canada Aeroplan partner, joining up with Canadian's Canadian Plus frequent flyer program effective May 1. Canadian Airlines spokesperson Jeff Angel said the airline had been negotiating with ITT Sheraton for a couple of months and that the timing of the two announcements, which came within hours of each other, was just a coincidence. The new partnerships allow guests at Delta hotels to earn frequent flyer points towards any Air Canada Aeroplan membership, while ITT Sheraton visitors will earn points with the Canadian Plus program. Delta and Air Canada will promote their new partnership with a Million Mile Sweepstakes promotion, offering over five million Aeroplan miles as instant scratch and win prizes and holding a draw for one million miles. Delta's new relationship with Air Canada will be included in future Aeroplan advertising, while the sweepstakes will be promoted in Aeroplan membership materials and in point-of-purchase displays. Angel could not give details on any advertising Canadian and ITT Sheraton might be planning, but did say the airline was planning a big promotion. Advertising for Air Canada is done by Marketel of Montreal. Gee, Jeffery & Partners of Toronto handles advertising for Canadian Airlines of Calgary.