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Alaska Airlines Upgrades Its Electronic Bag Tag Program with Major Upgrades

The enhanced electronic bag tags offer a faster check-in process with new features, broader compatibility, and easier activation

by George Gomez

January 13, 2025

Photo: Courtesy of Alaska Airlines

Alaska Airlines continues to improve the check-in experience with its new and improved electronic bag tag, marking two years since the pioneering U.S. launch of this technology.

The updated tags, developed in collaboration with Dutch partner BAGTAG, aim to make travel faster and easier by allowing passengers to label their luggage from home.

After 18 months of collecting feedback from internal testers and Mileage Plan elites, Alaska has introduced several key upgrades designed to enhance user convenience and improve overall performance.

With travelers eager to cut down on time spent in lines and lobbies, Alaska’s electronic bag tag allows passengers to tag their luggage from the comfort of their homes, reducing airport wait times by an estimated 40 percent.

Photo: Courtesy of Alaska Airlines

Charu Jain, Alaska’s senior vice president of merchandising and innovation, said: “The last thing our guests want to do is stand in line. Our electronic bag tags let them complete almost all check-in tasks before they even leave for the airport.”

A Smarter Baggage Solution

Unlike traditional Bluetooth devices, Alaska’s bag tags don’t require charging or batteries. Powered by near-field communication (NFC) technology, they are activated through a traveler’s smartphone during the check-in process.

Once activated, the bag tag displays a digital label with the passenger’s flight details, functioning identically to a conventional paper luggage tag.

Photo: Courtesy of Alaska Airlines

Alaska Airlines is not alone in adopting innovative technology. The electronic bag tag is compatible with an expanding list of global airlines, making it a useful tool for frequent flyers. These include KLM, Lufthansa, SWISS, Austrian Airlines, Air Dolomiti, China Southern Airlines, Icelandair, Qatar Airways, Horizon Air, SkyWest Airlines, and Discover Airlines.

However, while current usage is limited to flights within the U.S., Canada, and Belize, Alaska plans to expand to additional international destinations in the near future.

Key Upgrades Based on User Feedback

After gathering feedback from over 18 months of testing by Mileage Plan elites and internal staff, Alaska introduced several significant upgrades to enhance the travel experience.

Photo: Courtesy of Alaska Airlines

One major change is the new buckle-style strap. The original rigid strap, which required a key to unlock, received criticism for its difficulty in handling. The new design features a flexible buckle that is easier to manage while ensuring the tag remains securely attached during travel. Passengers with the older model can request a complimentary strap replacement through Alaska’s website.

Additionally, the activation process has been simplified, making it more intuitive with improved on-screen instructions within the Alaska Airlines app. A dedicated support desk has also been established to assist with any technical issues; travelers in need of assistance can visit the support portal at alaskaair.bagtag.com.

Photo: Courtesy of Alaska Airlines

In response to user requests for greater flexibility, a neutral display setting was added to the tag. This feature allows travelers to keep the tag attached to their luggage even when not flying on eligible flights, making it especially practical for multi-airline itineraries.

Proven Innovation with Industry Recognition

The electronic bag tag has undergone rigorous testing, including being subjected to extreme baggage handling conditions—at one point, Alaska says one of its teams even ran a truck over the device to test its durability. The result is a product designed to withstand the rigors of air travel while providing lasting convenience to frequent flyers.

Photo: Courtesy of Alaska Airlines

In recognition of this cutting-edge technology, Alaska’s EBT was named one of Popular Science’s Best of What’s New in 2022 in the Aerospace category. The award highlights significant advancements in technology, with only 100 innovations making the final list.

The software powering Alaska’s electronic bag tags is developed by BAGTAG, a Dutch company specializing in baggage technology solutions.

Since its founding in 2013, BAGTAG has worked with leading global airlines to develop flexible, secure digital baggage labeling systems.

Photo: Courtesy of Alaska Airlines

Jaspar Quak, managing director of BAGTAG, praised Alaska’s forward-thinking approach: “Alaska Airlines is an excellent example of a carrier committed to improving the passenger experience. We are proud to be part of this innovative project.”

BAGTAG’s system is designed to replace paper luggage labels entirely, streamlining the check-in process. Travelers simply create a digital baggage label via the airline’s mobile app, which is transferred to the electronic tag. Upon arriving at the airport, they proceed directly to a self-service baggage drop-off station.

How to Get a Bag Tag

Alaska’s updated electronic bag tags are now available for purchase at $89. Interested customers can visit the airline’s official website for more details and access a comprehensive FAQ section.

Photo: Courtesy of Alaska Airlines

With ongoing plans to expand its network of eligible flights and improve its integration with partner airlines, Alaska Airlines continues to position itself as a leader in passenger-centric innovation. By eliminating paper tags and significantly reducing time spent in airport lines, the airline is transforming the way travelers approach air travel—one tag at a time.