Aeroplan is the Montreal, Quebec based loyalty marketing arm of ACE Aviation Holdings, the parent company of Air Canada. It started out solely as Air Canada's frequent flyer reward system, allowing travelers to collect points from flight purchases that can be used to obtain tickets for future flights. As of January 1, 2007, points will expire seven years after they are earned http://www.cbc.ca/consumer/story/2006/10/16/aeroplanmileschange.html.