SITA and Apple Cut Lost Luggage Rates by 90%

A strategic partnership between SITA and Apple is delivering a major breakthrough in baggage handling, cutting the number of permanently lost bags by 90%, according to data released by SITA. The collaboration integrates Apple’s consumer technology with SITA’s global aviation infrastructure, giving airlines and travelers unprecedented visibility into the location of checked luggage.

At the center of the initiative is Apple’s AirTag, which allows travelers to track their bags using the Find My network. Through SITA’s systems, passengers can now securely share their luggage’s real-time location data with airlines when a bag is delayed or misplaced. This direct visibility enables faster decision-making and more targeted recovery actions by ground handling teams.

SITA says the results have been significant. In addition to the sharp reduction in permanently lost baggage, the partnership has also delivered a 26% decrease in recovery time for delayed bags. Faster recovery not only improves the passenger experience but also lowers operational costs for airlines, which traditionally face high expenses related to baggage tracing, compensation, and customer service handling.

Lost and delayed luggage remains one of the most persistent pain points in air travel, particularly during periods of network disruption, tight aircraft turnarounds, or peak travel demand. By combining SITA’s airline and airport IT platforms with Apple’s global device ecosystem, the partnership addresses a long-standing industry challenge with a solution that is both scalable and passenger-friendly.

For travelers, the ability to see exactly where their bag is located reduces anxiety and uncertainty during disruptions. For airlines, access to precise location data helps eliminate guesswork, allowing staff to prioritize recovery efforts and communicate more accurately with customers. SITA noted that the solution is designed with privacy in mind, with travelers maintaining control over when and how their location data is shared.

The collaboration also reflects a broader shift toward digital, data-driven baggage management across the aviation sector. Airlines and airports are increasingly investing in automation, real-time tracking, and passenger-facing technologies to improve reliability and rebuild traveler confidence following years of operational volatility.

SITA said adoption of the AirTag-enabled baggage sharing capability is continuing to expand, with more airlines expected to integrate the feature into their customer service workflows. As passenger expectations for transparency and control continue to rise, solutions that bridge consumer technology and aviation infrastructure are becoming essential.

The SITA–Apple partnership demonstrates how collaboration between aviation technology providers and consumer tech leaders can deliver measurable improvements, turning one of air travel’s most common frustrations into a more manageable—and increasingly rare—problem.

Sources: AirGuide Business airguide.info, bing.com

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SITA and Apple Cut Lost Luggage Rates by 90%

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