With global airfreight networks growing more complex and customers demanding real-time agility, Challenge Group is doubling down on what it calls “intelligent cargo operations.” From AI-driven routing to e-commerce agility, the operator is transforming its end-to-end processes by embedding data, automation, and strategic flexibility into its freighter fleet and infrastructure.
“We’re not just reacting to market trends—we’re anticipating them,” Or Zak, Chief Commercial Officer at Challenge Group, said.
“That means investing in digital tools, smart infrastructure, and aircraft that are purpose-built to support high-speed cargo flows across continents.”
At the centre of Challenge Group’s transformation is a new digital tool designed to offer real-time booking visibility, improve loading efficiency, and simplify the customer experience.
“Additionally, we continue to leverage our advanced software in the Operations Control Centre to evaluate multiple routing variables,” Zak explained.
“That allows us to optimise flight plans for maximum payload and minimal fuel burn. It’s good for the customer—and good for the planet.”
The group’s AI capabilities are not confined to flight planning. Their latest system uses machine learning models to forecast final booking figures based on historical data—enabling smarter decisions on fleet utilisation, routing, and cargo mix before the aircraft even moves.
As e-commerce continues to pressure traditional air cargo cycles, Challenge Group has responded with a sharp increase in Asia connectivity.
“We doubled our capacity into Hong Kong last year and added five weekly flights to CGO in China,” Zak stated.
After successfully completing the Boeing 767 conversion program last year, the Group plans to integrate its newly arriving Boeing 777 freighters into the network in 2025. “Our focus remains on meeting customer expectations—delivering speed, consistency, and flexibility.”
To support this, Challenge Group is also enhancing its Liege hub infrastructure, including fast-lane automation and improved handling for high-volume, time-sensitive goods.
e-commerce is only one part of the story. As Zak put it: “We manage a mix of express, perishables, pharma, live animals, dangerous goods, and general cargo. That’s not something you can optimise without serious infrastructure.”
Challenge Group has invested in three dedicated cargo facilities at Liege Airport, including a state-of-the-art horse inn and separate zones for pharma and DG handling. The setup enables vertical-specific processing without cross-contamination or inefficiency.
Nearly five years ago, the company launched its own Turnaround Coordination (TAC) application, which has now evolved into a fully integrated platform with automated workflows for aircraft turnaround. This is paired with automated stacker systems and two fast lanes to reduce warehouse dwell time and enable quicker transfers.
Challenge Group isn’t just digitising operations—it’s going green. “We’re meeting EU SAF mandates by refuelling the required quantities of Sustainable Aviation Fuel,” Zak noted. “But we’re also electrifying our ramp vehicles, and our Liege facility is now solar-powered and partially self-sufficient.”
The group uses sustainable materials in flight prep and is expanding its use of electric ground equipment to cut emissions while improving turnaround reliability.
Zak pointed to growing geopolitical uncertainty, regulatory shifts, and fuel price volatility as challenges that won’t go away in 2025. “That’s why we’ve built flexibility into the core of our business. We proactively monitor disruptions, adapt flight plans, and stay close to our customers’ shifting needs.”
“Everything we’re doing—from AI and automation to sustainability—is designed to make air cargo faster, more intelligent, and more resilient,” Zak concluded.
