Avis Budget Group Inc. and Aimia Inc., a marketing and loyalty analytics company, have announced that Avis Budget will become the car rental partner of Aeroplan, Canada’s coalition loyalty program, starting in the first half of 2017.

Under the new agreement, which deepens the current relationship between Avis Car Rental and Aeroplan, Avis Budget Group will continue to deliver overall value for Aeroplan members’ accumulation and redemption activities. Avis will provide more rewarding and personalized offers from Avis — and now, from Budget Car Rental and Payless Car Rental, as well, according to the company.

“Aeroplan continues to evolve to bring more value for our members as Canada’s premier coalition loyalty program, and the new comprehensive partnership with Avis Budget Group redefines our car rental category,” said Vince Timpano, president, Americas Coalitions, Aimia. “Avis Budget Group will be able to engage with close to five million active members in an enhanced way, benefiting from further performance insights from data analytics to gain a greater understanding of customer needs and behaviors. This partnership will also improve the Aeroplan member’s experience provided by the full coalition of more than 75 partners and 150 brands.”

Through the partnership, Avis Budget Group will be able to build relationships with Aeroplan’s members and make smarter decisions to maximize customer value and return on marketing dollars, according to the company.

“With our Avis brand, we have been a partner of Aeroplan for more than 30 years and are excited to expand our relationship,” said William Boxberger, vice president and general manager, Canada operations, Avis Budget Group. “In addition to our ongoing investment in technology to improve our customer experience worldwide, this enhanced partnership will enable us to further differentiate, innovate, and deliver optimal value to our Canadian customers.”