JetBlue adds free perk for all passengers | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

You know that feeling when you’re standing at the baggage carousel waiting to spot your bag? And then waiting some more. And then the conveyor stops, and your luggage is nowhere to be found.

It’s a terrible way to start or finish a trip.

While lost luggage is relatively rare — only around 3% of luggage is delayed or lost — it’s 100% stressful if it happens to you.

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Now, in this era where we expect real-time travel updates for everything from gate changes to flight delays, one airline is bringing that same level of visibility to an often-stressful part of flying: checked luggage.

JetBlue is adding free real-time baggage tracking through its mobile app. The new feature lets passengers follow their bag’s journey from the bag drop at the beginning of their journey to the carousel at the end, giving them peace of mind.

The airline is also embracing Apple’s AirTag technology, which allows travelers to receive real-time updates on the location of their checked baggage.

It’s a welcome freebie at a time when airlines seem to be charging passengers for every little extra, and an example of how airlines can leverage tech to improve the passenger experience.

JetBlue is adding a new convenience for all passengers, for free.

Image source&colon; Getty Images

A less stressful travel experience

While JetBlue already markets itself as a “more premium” low-cost carrier — thanks to free Wi-Fi, seat-back entertainment, and extra legroom — the addition of app-based baggage tracking pushes the airline further into the tech-savvy space for which truly premium airlines like Delta are known.

Once a bag is checked in at the ticket counter, JetBlue’s system now allows passengers to see when it has been loaded onto the aircraft, when it reaches the destination airport, and when it arrives at baggage claim. The feature is available to all passengers who use the JetBlue mobile app and does not require any upgrades or additional fees.

This puts JetBlue in a small but growing group of U.S. airlines offering this level of transparency. Delta, for example, has long offered RFID-powered baggage tracking via its app. American Airlines and United also provide baggage updates, though passengers don’t get as many scanning locations as JetBlue seems to offer.

The JetBlue app update coincides with the company’s decision to support Apple AirTags and similar Bluetooth tracking devices. JetBlue also allows passengers to use personal trackers, albeit recommending them as a helpful layer of assurance for travelers.

Lost luggage is rare, but it is a top travel concern

Even though lost or mishandled (aka misplaced) luggage is a relatively minor phenomenon, the U.S. Department of Transportation reported nearly 2 million reports of lost, delayed, or damaged luggage in 2024.

While the percentage is relatively small compared to the total number of passengers, the issue can significantly impact travelers — especially if you’re on a tight schedule for a business trip, or on an international excursion.

AirTag adoption surged in 2022 and 2023, with travelers frequently sharing stories on social media of finding misplaced bags faster than airline staff could. That trend put pressure on carriers to improve their own tracking systems — or risk looking outdated.

JetBlue’s move also comes during one of the busiest travel periods of the year. The summer vacation season, particularly around July 4, tends to see a spike in travel volume and, by extension, more checked bags. Offering customers the ability to track those bags in real-time could reduce complaints and increase loyalty at a time when airline reputations can rise or fall quickly based on customer experience.

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For passengers flying JetBlue this summer, the new perk is welcome. Whether you’re heading to the Caribbean, cross-country, or just trying to make a connection, knowing your bag’s exact location reduces uncertainty and makes travel a little less stressful.

Travelers just need to download the latest version of the JetBlue mobile app and ensure their bags are checked in under their TrueBlue account. Those who use Apple AirTags can still rely on that tech for extra reassurance, but with JetBlue’s added tracking feature, even passengers without personal trackers can now stay informed.