Saudia now using Apple tech to help passengers track baggage

Airline is early adopter of Share Item Location to help find mishandled luggage

Saudi Arabia’s flag carrier Saudia is implementing Apple technology to reunite passengers with luggage that has been lost or delayed.

The Share Item Location feature will allow bags with an Apple AirTag or Find My network accessory to privately share their location with the airline via its dedicated digital portal. 

Location sharing ends once the baggage is recovered, can be stopped at any time by the owner, and expires after seven days.

Although a fraction of checked luggage goes missing, less than 1%, a study by IT company SITA that provides bag-tracking systems to airlines said 36.1 million suitcases were lost, delayed, damaged or stolen in 2023.

“As part of our ongoing commitment to digital transformation, we are elevating the guest experience through cutting-edge technology and innovative solutions,” said Abdulgader Attiah, Chief Data and Technology Officer of Saudia Group. 

“This integration of Apple’s Share Item Location feature underscores our dedication to providing world-class service and setting new standards in the aviation industry."

With Saudia adding 11 new destinations in 2025 to serve more than 100 routes across four continents, the task of tracking baggage has become more complex, which is where technology can prove invaluable.

Many airlines, including Dubai’s Emirates, have their own baggage tracker systems. Available in the Emirates App, passengers can see where their bags are throughout the journey, from check in, during connecting flights, and on arrival at the baggage belt. If bags are delayed, a reference number is provided.

A stress point for passengers, Dubai Airports introduced a new facility at Dubai International (DXB) Terminal 2 in 2024 for mishandled baggage services.

First announced by Apple late last year, more than 15 airlines will begin accepting Find My item locations, with Lufthansa and Virgin Atlantic two of the first.

Other airlines include Aer Lingus, Air Canada, Air New Zealand, Austrian Airlines, British Airways, Brussels Airlines, Delta Air Lines, Eurowings, Iberia, KLM, Qantas, Singapore Airlines, Swiss, Turkish Airlines, United, and Vueling.

The Find My network connects more than one billion Apple devices that use Bluetooth wireless technology to detect missing devices or items nearby and report their location back to the owner. The entire process is end-to-end encrypted and anonymous.