The latest innovation from United allows passengers to share the real-time location of delayed bags through the airline's mobile app, streamlining the process of recovering luggage. Olivia Palamountain reports

United Airlines has introduced a new system allowing passengers to share their Apple AirTag locations directly with the airline's staff.

The integration, accessed through the airline's mobile app, enables customers to share the location of their AirTag or Find My network accessory with United's customer service agents through a secure link if their bag fails to arrive at its destination.

"Previously, customers didn't have a way to directly share their AirTag information with our baggage team," says David Kinzelman, United's chief customer officer. "Now, customers can travel with more confidence, knowing they have another way to access their bag's precise location."

The system works through Apple's Share Item Location feature, available with iOS 18.2. When a bag is delayed, passengers can file a report through the United app and create a location-sharing link from their Find My app. Customer service agents can then view the bag's location on an interactive map that updates automatically.

For security, the location sharing automatically disables when customers retrieve their bags and expires after seven days. Passengers can also stop sharing at any time. The system uses end-to-end encryption and operates on Apple's Find My network, which includes over one billion devices, including 120,000 of United's own Apple devices.

The airline reports that fewer than 1% of bags currently arrive on later flights than their owners. This new feature adds to United's existing baggage tracking system, which allows customers to monitor their luggage as it is scanned on and off aircraft.

Customers need an iPhone running iOS 18.2 or later and an updated United app to use the feature. Those without the United app will receive text notifications with information about tracking delayed luggage and adding AirTag location details.

The integration represents the latest move by airlines to incorporate consumer tracking technology into their baggage handling systems, as passengers increasingly use devices like AirTags to monitor their luggage independently.

Further United innovations over the years have  included:

Live flight updates for iPhone and Apple Watch

United was the first U.S. airline to support Live Activities for iPhone, allowing customers to get live, personalised flight notifications for details such as countdown to boarding, gate number, seat, bag tracking and more right on their iPhone Lock Screen or Dynamic Island – all without opening the United app. Similarly, with Live Activities on Apple Watch, customers can access important flight information right from their wrist. The live updates have helped millions of travellers since last year especially during peak travel times.

Bag drop shortcut

United travellers can skip the check-in line and drop off bags in under a minute at the designated bag drop shortcut location at the curb or in the lobby by checking bags in the app before arriving at the airport. New this year, travellers who opt-in to TSA PreCheck® Touchless ID can drop off their bags in seconds by leveraging facial scanning technology at Newark International Airport.

Real-time weather delay updates

In 2024, United started texting real-time radar maps to help customers understand how inclement weather in one part of the country can impact a flight elsewhere. United is the first and only U.S. airline currently providing its customers these kinds of specific messages, and the airline is sending them with assistance from gen AI tools.

Automatic rebooking assistance during flight disruptions directly in the app

When travel doesn't go as planned, customers will get alternate travel options automatically served to them in the app. Saving travellers about 15 minutes in line on average, the tools help them get back on their way more quickly after a flight disruption or cancellation. Plus, only United offers Agent on Demand – allowing customers to scan a QR code or use the United app to video chat, text or call a customer service representative instead of waiting in line at the airport.