Virgin Atlantic putting iBeacons in Heathrow airport

Virgin Atlantic now has iBeacons around London Heathrow airport to deliver location-specific alerts. These iBeacons tie in with Passbook, and enable notifications such as reminders to get your boarding pass out when approaching a security checkpoint, a 0% commission offer when passing currency exchange, or introducing crew members as people board their flights.

Virgin is well-known for being hip and high-tech. They've also recently been playing around with Google Glass so they can greet upper class passengers by name as soon as they come up to the plane.

This program is limited to Heathrow for now, but shows a ton of promise for deployments in other airports. How would you like iBeacons to improve your airport experience? Should other airlines take a hint? Beyond mobile ticketing, how else can mobile make flying better?