Apple Find My Integration has Transformed Baggage Recovery, SITA Reports
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A year after Apple’s Find My technology, specifically its Share Item Location feature, was integrated with SITA’s WorldTracer baggage solution, data shows that permanently lost checked bags have dropped by 90 percent. The results highlight that linking consumer tracking technology with airline baggage systems can significantly improve recovery rates. As global travel continues to grow, the partnership points to a scalable way for airlines to strengthen baggage operations during peak travel periods.
Consumer Tracking Technology is a Boon for Airlines
In November 2024, SITA integrated Apple’s Share Item Location into WorldTracer, the baggage tracking platform used by more than 500 airlines and ground handlers at over 2,800 airports worldwide. The collaboration connects both Apple AirTags and Find My network accessories directly with WorldTracer, allowing passengers to securely and temporarily share their bag’s location with their airline. By linking consumer location data with airline recovery systems, the integration helps speed up baggage tracking and recovery.
“This is exactly the kind of shared innovation that moves the industry forward.”
SITA’s analysis shows that while most mishandled bags do make it back to their owners, a small share has traditionally been lost for good. One year after the integration, bags carrying an AirTag or another Find My compatible device saw a 90 per cent reduction in permanent losses when location data was shared through WorldTracer. That improvement significantly increases the chances of passengers being reunited with their luggage as well as reducing replacement and write-off costs for airlines.
Airlines using the Apple integration also saw a 26 per cent reduction in how long it took to recover delayed bags. Quicker recovery reduces escalations, lowers compensation costs, and improves the customer experience during disruptions.
“This year has shown the power of working together,” said SITA Portfolio Director, Baggage Nicole Hogg. “When consumer technology and aviation infrastructure are connected in the right way, the results can be transformative. Travelers feel more confident, airlines make better decisions earlier, and the entire recovery process becomes more predictable. This is exactly the kind of shared innovation that moves the industry forward.”
Use of the integration continues to expand, with 29 airlines now incorporating the Find My Share Item Location feature into their WorldTracer baggage recovery processes. As more positive results from early adopters become clear, additional airlines are expected to roll out the capability in the months ahead.
“When consumer technology and aviation infrastructure are connected in the right way, the results can be transformative.”
Strengthening Baggage Recovery Through Shared Location Data
The collaboration comes as baggage performance continues to improve across the industry. According to SITA’s 2025 Baggage IT Insights report, mishandling rates now stand at 6.3 bags per thousand passengers, with roughly two-thirds of delayed bags returned within 48 hours. Those results reflect years of progress in automation, tracking, and data sharing, but during busy travel periods, gaps in traditional baggage systems still emerge.
Peak travel days, tight connections, weather disruptions, and heavy transfer volumes can push bags outside expected routing patterns. In those instances, scan-based tracking does not always provide enough visibility, raising the risk that delayed bags slip through the recovery process. By adding passenger-authorized, real-time location data into WorldTracer, airlines gain a clearer picture of where a bag is and how it is moving, allowing teams to step in earlier and focus on the cases most at risk.
The integration also improves transparency for travelers. Passengers can see their bag’s location through Find My while knowing the airline has access to the same information. That shared visibility helps reduce uncertainty and frustration during delays.
For airlines, the WorldTracer platform allows Apple’s Share Item Location to be deployed without them needing to rebuild their baggage systems. Location sharing remains temporary and controlled by the passenger, aligning with growing expectations around data transparency while still delivering operational benefits.
As travel volumes continue to rise, baggage performance remains one of the most visible measures of airline reliability. Early results from the WorldTracer and Find My integration show that meaningful reductions in permanently lost luggage are possible through targeted collaboration.