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SAS Partners with Google for More Efficient Bag Tracking

SAS has today announced a new partnership with Google, which will allow travelers to securely share live bag location data through Find Hub, thus strengthening and improving the baggage recovery experience.


SAS Partners with Google to Improve Tracking of Missing Bags - Courtesy SAS / Cision
SAS Partners with Google to Improve Tracking of Missing Bags - Courtesy SAS / Cision

On Tuesday (March 10, 2026), SAS announced the launch of a new partnership with Google that will improve bag tracking.  Travelers can now securely share live bag location data through Find Hub, thereby strengthening and improving the baggage recovery experience.  SAS is enhancing the guest experience with the introduction of Share Item Location in Find Hub, a new capability that allows travelers to securely share the live location of a Find Hub compatible tag or accessory directly with SAS teams.  This feature gives customers greater control and peace of mind while enabling faster, more precise support when a bag is misplaced.


In Tuesday’s announcement, SAS’ VP – Digital Customers solutions, Massimo Pascotto, said,


“We know how important it is for our customers to feel informed and supported throughout their journey.  By integrating Find Hub’s secure location sharing capability into our processes, we are giving travelers greater peace of mind and enabling our teams to resolve baggage issues faster.  This is another step in our ongoing work to build digital solutions that genuinely make travel easier.”


With the Find Hub app, travelers can view their tagged items on a map.  The new Share Item Location function, enables customers to generate a secure, time-limited link to share with SAS representatives via the existing Self Service Reporting Tool if a bag goes missing.  This gives travelers a more active role in the process, while allowing them to follow the status themselves without needing to call for updates.  The shared link provides SAS with location information, helping staff pinpoint and recover luggage more efficiently.  Sharing can be stopped at any time, and all data is encrypted.


Founded in 1946, SAS is the leading airline in Scandinavia, with main hubs in Copenhagen, Oslo and Stockholm, and flying to 135 destinations across Europe, the U.S. and Asia.  Each year, SAS serves over 25 million passengers and transports 60,000 tons of cargo, all facilitated by a passionate team of more than 10,000 colleagues.  The company aims to be a driving force in sustainable aviation and in the transition towards net zero emissions by 2050.  SAS also offers ground handling services, technical maintenance and air cargo services.  SAS officially joined the global SkyTeam airline alliance in September 2024, and together with their partner airlines offers a wide network worldwide.  On July 4, 2025, the Air France-KLM Group announced their intention to take a majority ownership stake in SAS, further expanding one of Europe’s leading aviation groups.


 

Source: SAS/Cision

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