Aeroplan (TSX: AER.UN) is the Montreal, Quebec base 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. In recent years, Aeroplan has evolved into a loyalty marketing company that serves Bell Canada, Costco, Esso, and others. Aeroplan is also used by Air Creebec, Canadian North, Calm Air, and First Air.