Virgin Atlantic Airways was one of the earliest adopters of beacons in travel by installing beacons at London’s Heathrow airport last year. An electronic boarding pass loaded on iPhone’s Passbook app is able able to receive messages from the beacons based on the user’s location in Heathrow.
More recently, they are launching a new 787 aircraft with every single component providing data. Every flight will provied about a terabyte of data. This will include, for example, mid-flight data that would give ground crew staff info on whether anything might need servicing.
They haven’t always been successful with innovations (they tested out Google Glass and had a partnership that tried to help people share taxis at airports that did not work out), but their constant push for taking risks on improving their technology has given them a strong edge.