No longer content with reacting to global disruption, today’s airfreight forwarders are proactively reshaping the way goods move. With shifting trade dynamics, geopolitical instability, and rising customer expectations, the industry is leaning into digital innovation, multimodal transport strategies, and smarter supply chain design to chart a more resilient course forward.
Agility amidst uncertainty
Trade disruption is hardly new, but according to Robert Frei, Senior Vice President of Freight Forwarding Operations at DP World, the scale and scope of today’s challenges are unprecedented.
“Disruptions in trade are nothing new,” he explained. “However, what’s different today is the added complexities driven by a rising demand for speed and flexibility across the supply chain.”
Citing e-commerce as a major force of transformation, Frei outlined how “the retail sector illustrates this shift clearly.
“e-commerce has completely changed freight patterns—and now, with slowing demand for imported goods in some markets, these fluctuations are putting even more pressure on freight forwarders to adapt quickly and efficiently.”
The playbook for managing volatility, Frei argued, is built on agility. “Freight forwarders must stay agile,” he explains. “This is where global infrastructure, local expertise, and digital-first freight forwarding tools can help. It’s about enabling logistics solutions that flex and adapt as market conditions change, rather than being locked into rigid systems.”
Data as a differentiator
What sets this moment apart from previous downturns is the sheer volume—and value—of data available to industry players.
“Time to market is more important than ever,” Frei stated. “But in my opinion, the most significant difference today is how we react to volatility in the market—through the availability of data.”
At DP World, the integration of an asset-appropriate approach enables a nimble response to change.
“We can act even faster when issues arise,” he said. “With data-driven, proactive exception management, we’re able to balance the impact of disruptions and market volatility much more effectively than in the past.”
Data is not just a defensive tool—it is powering smarter decisions about air cargo itself. Frei sees a shift towards more selective use of this premium transport mode.
“We’re seeing a rise in customers using air cargo strategically—specifically for their most critical or time-sensitive routes. It’s a more expensive way to move goods, so it’s not feasible for every shipment. That’s why multimodal solutions—combining air, sea, rail, and road—are becoming increasingly important. They allow us to maximise both flexibility and cost-efficiency.”
Global reach meets regional agility
Amid increasing calls for regionalisation, many predicted the decline of globalisation. Frei, however, sees a more nuanced picture.
“Airfreight has become a critical enabler of fast, flexible, and interconnected supply chains,” he highlighted. “But with rising geopolitical tensions and the push towards nearshoring, regional supply chains are also becoming more important.”
Envisioning a hybrid model, Frei pointed out: “There are real advantages to being closer to the customer—reduced transit times, better service levels—but many components and raw materials will still need to be imported. That means the overall supply chain will remain global.”
Strategically positioned regional hubs are becoming essential. “We’re seeing more regional distribution hubs popping up, particularly in the Middle East and Southeast Asia. These hubs reduce the risks of relying solely on long-distance shipping, shorten delivery times, and strengthen overall supply chain resilience. Dubai, for example, is uniquely positioned to act as a bridge connecting East and West. During the Red Sea crisis, we quickly shifted to alternative routes, including trucking from Dubai to the Mediterranean—something that wouldn’t have been possible without that infrastructure in place,” he concluded.
