JetBlue Adds Bag Tracking and Apple Location Sharing for Peace of Mind
JetBlue Airways is raising the bar on customer convenience with the launch of two innovative enhancements to its baggage handling process. Designed to give travelers increased visibility, confidence, and control over their checked luggage, these updates include a new real-time bag tracking feature in the JetBlue mobile app and integration with Apple’s Find My network, allowing passengers to share AirTag location data directly with JetBlue’s Baggage Service team.
These new features are part of JetBlue’s broader JetForward strategy, an initiative that emphasizes digital transformation, customer satisfaction, and seamless travel experiences. With travelers increasingly expecting a personalized, tech-enabled journey, JetBlue is aligning its digital tools with the needs of the modern flyer.
“We are constantly looking for ways to offer our customers a more convenient travel experience,” said Carol Clements, Chief Digital and Technology Officer at JetBlue. “As part of our JetForward strategy, we’re focused on delivering the products and perks our customers want. This new in-app bag tracking feature, along with AirTag location sharing for baggage recovery, are designed to bring customers peace of mind when checking their bags with JetBlue.”
JetBlue has long maintained a strong record in baggage handling, routinely ranking among the top U.S. carriers with an impressively low mishandling rate. According to 2024 data from the U.S. Department of Transportation, JetBlue placed second nationwide in this category, with fewer than 1% of customers experiencing delayed or misplaced bags. These enhancements are part of the airline’s ongoing commitment to exceeding expectations and leveraging technology to improve travel outcomes.
Real-Time Bag Tracking Now Available in JetBlue’s Mobile App
JetBlue’s latest update brings significant improvements to its mobile app, now offering real-time baggage tracking integrated into the traveler’s journey. While customers previously received bag status updates through email or at the airport, they can now monitor the location and status of their checked bags directly within the JetBlue app.
The enhanced interface provides a simple and intuitive way to view key checkpoints of a bag’s journey—such as when it is checked in, loaded onto the aircraft, transferred, and delivered at the destination carousel. Whether flying domestically or across JetBlue’s expanding international network, passengers can stay informed every step of the way.
This visibility not only reassures customers that their belongings are on the correct flight, but it also reduces anxiety around luggage delays. JetBlue’s goal is to remove as much uncertainty from the travel experience as possible, especially when it comes to critical elements like baggage.
Apple AirTag Integration: Seamless Location Sharing for Swift Recovery
In a second major update, JetBlue now supports location sharing through Apple’s Find My network, enabling travelers to securely share the location of an AirTag or compatible Find My accessory inside their luggage.
This feature is particularly useful in rare instances when bags are delayed or sent to the wrong destination. By allowing JetBlue’s Baggage Service team temporary access to an AirTag’s location, the recovery process becomes significantly more efficient.
Here’s how it works:
- Customers who have placed an Apple AirTag or another Find My-enabled device in their bag can generate a Share Item Location link using the Find My app on an iPhone, iPad, or Mac.
- Once the link is generated, it can be shared with JetBlue by scanning a QR code available in the baggage claim area or by speaking with a crewmember at the airport’s Baggage Service Office.
- JetBlue’s team will use this temporary access to track and retrieve the bag quickly from either a JetBlue-operated station or a contracted facility.
- Importantly, customers retain complete control of their privacy—the shared location link automatically expires, and JetBlue cannot track the item once it has been retrieved.
This smart use of consumer electronics and airline systems working in tandem illustrates JetBlue’s focus on blending consumer preferences with operational improvements. It also reflects an industry trend where airlines increasingly support third-party technology to enhance service delivery.
Enhancing Peace of Mind in the Baggage Journey
Together, these two features reflect JetBlue’s emphasis on customer peace of mind—a core component of its value proposition. Lost or delayed baggage remains one of the most frustrating experiences for air travelers. Even though JetBlue consistently performs better than most airlines in this regard, it recognizes that proactive communication and self-service tools can dramatically improve passenger satisfaction when things don’t go as planned.
By putting information and tools in the hands of customers, JetBlue is empowering travelers to take a more active role in their own journey. Whether it’s confirming that a bag made it onto the aircraft or helping locate luggage with AirTag support, JetBlue’s approach prioritizes transparency, trust, and control.
These updates are especially relevant at a time when customer expectations are evolving. Today’s traveler is digitally connected and expects seamless service from booking to arrival. JetBlue’s enhancements to the baggage experience reflect a keen understanding of this shift.
Part of a Broader Vision: JetForward and Customer Innovation
The rollout of these new features is not a one-off initiative. They are part of JetBlue’s larger JetForward vision, which focuses on modernizing the airline’s technology platforms and enhancing the end-to-end travel experience through digital solutions.
This strategy includes improvements in areas such as:
- Personalized booking and check-in
- In-flight connectivity and entertainment
- Digital customer service tools
- Airport efficiency through automation and biometrics
Baggage tracking is just one aspect of this broader evolution. As JetBlue continues to expand its domestic and international footprint, these innovations will help set the airline apart in a competitive landscape.
More to Come in Customer Experience Innovation
JetBlue’s recent success in operational performance—such as its top-tier baggage handling rankings—provides a strong foundation for the airline to build upon. But JetBlue is not resting on its laurels. Instead, it is investing in systems, processes, and partnerships that anticipate customer needs and exceed industry standards.
The integration of Apple’s Find My network and the launch of in-app baggage tracking show JetBlue’s commitment to meeting passengers where they are: on their phones, in real-time, and looking for greater control over their travel experience.
As JetBlue continues to innovate, travelers can expect even more enhancements in the months ahead—both digital and operational—that further simplify and enrich their journey.
“Giving our customers tools to manage their travel on their own terms is a top priority,” said Clements. “We know how important baggage is to a successful trip, and these new features are part of our ongoing efforts to make every aspect of flying with JetBlue more reliable, transparent, and stress-free.”
With these latest moves, JetBlue is not only improving the practical elements of air travel but also reinforcing its brand promise—bringing humanity back to air travel, one digital upgrade at a time.