Canada comprises just six per cent of the global loyalty rewards market, and management at Aimia Inc., the parent company of the popular Aeroplan rewards plan, knows it needs to look beyond its home borders. So it’s doubling down in Mexico.

On Tuesday, Aimia confirmed the swirling speculation that it would invest more money in Premier Loyalty & Marketing, Mexico’s version of Aeroplan. In exchange for coughing up $88-million, Aimia will boost its stake in the partnership from 29 per cent to 49 per cent, almost putting it on par with its partner Grupo Aeromexico.