An automatically provisioned passenger safety and locator device is described. In one aspect, the locator device includes a microcontroller with a processor coupled to the memory comprising computer-program instructions executable by the processor that, responsive to activation, detects a seat number for the seat of a plurality of seats coupled to a transportation vehicle. The seat is in proximity to and in association with the tracking apparatus. Additionally, the computer program instructions generate and communicate a signal to a search and rescue center. The signal includes the seat number and location coordinates of the tracking apparatus. The seat number is utilized by the search rescue team to facilitate respective operations by determining personal information associated with any passenger assigned to the seat.