Lufthansa, the AirTags… and the passengers who knew too much

Enrique Dans
Enrique Dans
Published in
3 min readOct 10, 2022

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IMAGE: An Apple AirTag on a picture of a conveyor belt in the baggage claim area of an airport
IMAGE: Modified from Markus Winkler — Unsplash

There are few things more inconvenient when traveling than an airline losing your luggage, which happens all too often due to many reasons, ranging from labeling errors to problems in inter-airport transfers, generally attributable to both the airlines themselves and airport baggage handling services.

In our hyper-connected world, when an airline loses our luggage, we no longer just go to the counter and beg patiently for it to be found; at the same time, we go to our favorite social network and tell the world about it. And we don’t stop there, it turns out: 18 months ago, Apple launched AirTags, a €29 device the size of a coin with a long battery life, that you can place in a suitcase, and know in a moment where it is simply activating the corresponding app on your iPhone.

As a result, baggage claims have become much more entertaining, because despite us now know exactly and very reliably where our luggage is, airlines still insist on following their own administrative procedures and will not deliver it to you if its own systems are not able to locate it. Unsurprisingly, this has unleashed a wave of messages on social networks that embarrass airlines (in some cases it turns out staff took suitcases home), and often highlight the contradiction of knowing where something is but not being able to go and look for it or…

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Enrique Dans
Enrique Dans

Professor of Innovation at IE Business School and blogger (in English here and in Spanish at enriquedans.com)