Phil Easter, AA’s director of mobile apps, says investment in beacon technology is all about keeping customers happy.

“It can be a little crazy at DFW,” he said. “65% of my customers are at the gate early because they’re nervous about getting the wrong one.

SITA is already working with airlines and iBeacon technology at a number of airports across the globe including Dallas Forth Worth, San Francisco International, London Heathrow and Shanghai Hongqiao International.

The airline technology organisation has also set up a Common-use Beacon Registry enabling airlines and airports to manage and share data. American Airlines is the first carrier to use the registry

Peters added: “Any airline or airport that is thinking about iBeacon technology needs to think common-use and check out the Registry.

In all, American Airlines will deploy 100 beacons which are just about the size of six silver dollars stacked on top of each other. They cost around $10 each when purchased in bulk, and can remain in service for up to 5 years.