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How is BAGTAG supporting Icelandair with its digital transformation?

August 6, 2025
3 min read
Gudmundur Tomas Sigurdsson
Gudmundur Tomas Sigurdsson
VP of Flight Operations, Icelandair
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At Icelandair, we’ve always believed technical innovation should make life easier. Not just for our passengers, but also for our crew. That belief became the starting point for something we are very proud of today as we became the first carrier to fully implement Crew Solution from BAGTAG.

Here I would like to share a little about technology and explore how it has moved us one step closer to our ambition of becoming a paperless airline.

Why was the transformation needed?

First, a little background. Checking-in bags might seem like a small task for many travelers, but for our crew, it used to be a real pinch point. Crowded kiosks, manual processes and single-use paper tags: it was inefficient and added stress to what should be a smooth pre-flight routine.

We asked ourselves: could we make this easier, faster and, importantly, more sustainable? The answer turned out to be yes, with the right digital solution.

Rethinking baggage with BAGTAG

We needed a digital tool to meet our sustainability targets while also improving operational efficiency. BAGTAG, which has been an Amadeus partner for many years now, had the answer with Crew Solution. The system lets our cabin crew check-in their luggage remotely using reusable electronic tags, while it is fully integrated into our mobile app and works smoothly with our departure control and crew scheduling systems.

Now, our crew can assign a tag to their bag before they even get to the airport. Each crew member has a BAGTAG-compatible suitcase, making identification simple and the whole process virtually effortless.

The solution has streamlined our processes and supports our mission of offering smooth and enjoyable journeys – not only for our customers but also for our crew. No more printing tags. No more waiting in line. Just scan, tag, and go.

Our relationship with Amadeus was instrumental in the process, with the integration of the BAGTAG solution into the Departure Control System (DCS) and crew scheduling platform of Icelandair to ensure a streamlined flow of information. By interfacing directly with Amadeus DCS and scheduling systems, BAGTAG enables real-time updates and synchronization, minimizing technical disruptions and ensuring reliable operations.

The scalable and adaptable technical framework also supports future technological advancements, enhancing operational efficiency, data security, and reliability.

Time saved and improved crew satisfaction

Since rolling out the solution, we’ve seen clear, measurable benefits. Each crew member now saves over five minutes per shift, time they can spend focusing on what really matters: safety and passenger experience.

Our teams have also cut baggage handling costs by 35 per cent, while crew feedback has been overwhelmingly positive. Our crew's net promoter score is 67, and internal surveys show that nearly nine out of ten crew members would recommend the BAGTAG system to colleagues.

But this is not just about convenience. Both from a technological perspective and in terms of our commitment to sustainability, this collaboration marks an important step forward for us. Switching to reusable tags means we’ve significantly reduced our use of paper and plastic, supporting our wider sustainability goals.

This is also the first fully integrated digital solution that enables crew baggage management without relying on single-use materials, manual check-ins, or energy-intensive equipment like printers and kiosks. By aligning directly with our app and operations, it enhances convenience for crew members and contributes to environmental savings.

We are excited to eventually bring this innovation to passengers, too, as part of our aim to become the first truly paperless airline.

What comes next?

This journey has reaffirmed our belief in the difference practical innovation can make. When technology works smoothly, everyone wins, from the people behind the scenes to those enjoying the flight.

As we look to the future, we are continuing to explore how smart solutions like BAGTAG can enhance travel for everyone who flies with us.

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