Google has partnered with airline IT companies SITA and Reunitus to integrate its Find Hub location-sharing technology into their widely used baggage tracking systems, WorldTracer and NetTracer, respectively. This integration allows travelers to share their bag's live location directly with airlines.
Counterparts (3)
Partner
Google
company · 8 deals
Google is active as both an offtaker and buyer, securing 7 verified deals, including nearly 1.2 GW of carbon-free energy via PPAs with Clearway. The company's clean energy investments span solar in Malaysia, offshore wind in Germany, and battery storage in the USA, with a strategic partnership in fusion energy. Google also partners in data center development, indicating a focus on powering its infrastructure with clean energy sources.
Reunitus
company
Reunitus is an emerging player in the infrastructure investment landscape, focusing on long-term value creation across essential services. The firm aims to deploy capital into resilient assets that provide stable returns and contribute to sustainable development, with a particular interest in digital and energy transition infrastructure.
SITA
company
SITA is a leading global provider of IT and communications solutions to the air transport industry, serving airlines, airports, ground handlers, and governments. The company specializes in developing and operating critical digital infrastructure, including network services, airport management systems, border control, baggage solutions, and aircraft communications, to enhance operational efficiency and passenger experience.
Deal Analysis
Google has announced a strategic partnership with airline IT providers SITA and Reunitus to integrate its Find Hub location-sharing technology into their widely adopted baggage tracking systems, WorldTracer and NetTracer, respectively. This collaboration is designed to empower travelers by allowing them to share their bag's live location directly with airlines, marking a significant advancement in baggage management transparency and customer service within the aviation sector.
The deal is notable for bringing together Google, a global technology giant known for its extensive digital services and recent infrastructure investments, with key players in airline operational technology. While the financial value remains undisclosed, the partnership leverages Google's advanced location capabilities to address a critical pain point in air travel: lost or delayed baggage. This integration has the potential to set new industry benchmarks for baggage tracking, enhancing operational efficiency for airlines and significantly improving the passenger experience by providing real-time visibility and reducing anxiety associated with baggage handling.
- Integration of Google's Find Hub into SITA's WorldTracer and Reunitus' NetTracer systems.
- Enables travelers to share live bag location directly with airlines.
- Involves a major technology firm (Google) partnering with established airline IT providers.
- Aims to modernize baggage tracking and improve customer experience in air travel.
Source Intelligence
KEY DETAILS
The integration allows travelers to share their bag’s live location directly with airlines. This aims to reduce uncertainty, compensation payouts, and improve customer service. Major airlines and baggage brands, including Samsonite and carriers like British Airways and Lufthansa, are adopting this technology. The collaboration follows similar moves by Apple.
Quotes: "allowing travelers to share a bag’s live location directly with airlines.", "aiming to reduce uncertainty, compensation payouts, and improve customer service.", "Major airlines and baggage brands, including Samsonite and carriers like British Airways and Lufthansa, are adopting this technology to streamline lost luggage recovery.", "The collaboration, which follows similar moves by Apple"
PARTIES MENTIONED IN SOURCE
G
Google
partner
"Google Partners With Airline Systems to Track Lost Bags"
S
SITA
partner
"SITA, the airline-owned IT company behind the widely used WorldTracer system"
R
Reunitus
partner
"Reunitus, which operates the NetTracer baggage platform"
medium quality
Enriched Mar 4, 2026
Global Infrastructure Sherpa