The functionality allows LATAM passengers using an AirTag or a compatible “Find My” accessory to securely and privately share an item’s location with the airline. The process is initiated by the passenger through the “Find My” app on their iPhone, iPad, or Mac.

According to a company statement, LATAM Airlines Group’s Vice President of Customers, Paulo Miranda, indicated that the airline transports over 40 million pieces of luggage annually. He noted that despite a loss rate approximately 50% below the industry average, delayed baggage remains a critical concern for customers.

In the event of a delayed bag, a passenger can generate a shareable link from the “Find My” app. This link can then be submitted to a delayed baggage report via SITA’s self-service website. SITA is a technology provider for the air transport industry.

Shawn Gregor, president of SITA Americas, stated that the company’s “Baggage IT Insights report” for 2024 showed a nearly 15% decrease in baggage incidence rates in Latin America and the Caribbean, which he attributed to investments in smart technology. Gregor added that with global air traffic growing, the company “welcomes LATAM’s initiative to implement this solution with AirTags and SITA WorldTracer.”

The location sharing feature automatically ends once a customer finds their bag or after seven days. The user can also manually stop sharing at any time. The process is end-to-end encrypted and anonymous, which means Apple and accessory manufacturers on the “Find My” network cannot view the location or other user data. The feature requires devices to be running iOS 18.2, iPadOS 18.2, or macOS 15.2 or later.

LATAM baggage. Photo credit: LATAM Airlines.

“We have staked a lot on the city,” said Pasos. He says the company is betting so big on Barranquilla, a city of more than one million people, because the capital of the Atlantico department is full of consumers who “appreciate technology” and always “want the latest design.”

He said he believes that this can be the company’s third-highest-grossing store in the country. Along with the new location in the Caribbean city’s Viva mall (Centro Comercial Viva), iShop has stores in Bogotá, Medellín, Cali, Villavicencio, Pereira, and Chia.

The opening marks the 49th store in the region for iShop Grup, making Colombia easily the company’s biggest market. iShop also has a presence Peru, Panama, Costa Rica, Nicaragua, Guatemala, and El Salvador.