Beacon Update: Has Micro Geo-Targeting Become a Reality?

Summary

When Apple first introduced iBeacons (later just called beacons) in 2013, these small short range wireless transmitters were hailed as the foundation of new age of micro geo-targeting. Retailers were going to use beacons to automatically notify consumers of exclusive deals while passing by a store in the mall.  In the travel space, beacons would help travelers navigate the airport, check security wait times and take advantage of special deals. Now, four years later, the use of beacons has become common place impacting the enroute and in destination travel experience.