In this episode, George Richardson sits down with Ina Eldøy, CEO of BagID, to unpack her remarkable journey from hospitality and airport leadership to the forefront of aviation technology - where she’s redefining the future of checked baggage.
Ina shares how her career began in the hotel industry before transitioning into key commercial roles at Avinor, Norway’s airport authority, where she gained a front-row seat to the operational realities and commercial pressures airports face every day. With an MBA focused on shipping management, finance, leadership, and strategy, she built a diverse global skill set that later prepared her for entrepreneurship in one of aviation’s most stubborn problem spaces: baggage.
Today, as CEO of BagID, Ina is leading a company on a mission to modernize the last analog step in the air travel journey—the paper bag tag. She dives into how BagID’s second-generation electronic bag tag, BagID 2, leverages partnerships with Apple and Samsung to give passengers real-time tracking and full autonomy over their baggage. From off-airport check-in to improved passenger flow and reduced operational costs, Ina explains why smarter bags unlock value for airlines, airports, and travelers alike.
We explore the challenges of driving innovation in a traditionally slow-moving industry, the importance of data sharing, and what it takes for startups to collaborate successfully with airports. Ina also reflects on leadership, resilience, and how being part of change—rather than reacting to it—has shaped her career philosophy.
From lost equipment that inspired a startup to transforming the global baggage experience, Ina’s story is a masterclass in vision, grit, and the power of reimagining what air travel could be.
BagID is a travel tech company creating smarter, more sustainable baggage solutions through electronic bag tags and connected travel technology.
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