In a sector facing tight capacity, volatile demand, and new digital and sustainability pressures, general sales and service agents (GSSAs) are repositioning themselves as vital strategic partners rather than intermediaries.
For airlines under pressure to cut costs and adapt to shifting global trade, the GSSA model offers both resilience and flexibility. Equipped with data tools, local expertise, and a growing suite of digital platforms, these firms are increasingly steering how capacity is sold, how operations are streamlined, and how customer relationships are managed. And while technology continues to reshape air logistics, GSSAs are making the case that they will remain central to its future.
From sales agents to airline partners
The role of the GSSA has always been about connecting airlines and freight forwarders. But industry leaders argue that today, the relationship has moved well beyond simple sales representation.
“We are actually thinking and acting as an airline,” says Sebastiaan Scholte, Chief Executive of Kales Group. “We truly believe that a partnership relationship is a lot better than simply a supplier–customer relationship. We are already offering total cargo management solutions successfully to airlines, where we take the total control of the cargo department.”
This idea of stepping into an airline’s shoes has become a recurring theme. Drawing on years of multi-airline experience, Scholte says GSSAs can bring “the best in class total solutions” by sharing best practices across markets.
Crucially, he points to data and automation as the foundation of this expanded role. “GSSAs need to be ahead of the curve in terms of market intelligence and smart digital solutions. At Kales we have a wealth of actionable data, both externally and internally, where we can make better decisions for the airline. Also current AI technology allows us to be more efficient.”
Jean Ceccaldi, Chief Executive Officer of ECS Group, echoes the idea that integration is reshaping expectations. “For ECS Group, this convergence has redefined our GSSA model. Today, everything is connected: pricing decisions, capacity planning, operational visibility, and sales follow-up,” he explains.
Tools such as SKYPALLET, which help optimise ULD usage before confirming bookings, or real-time operational platforms like Carrier App and Pathfinder, mean that sales teams can now act with an awareness of execution. “This integrated approach boosts responsiveness and reliability—key expectations from our airline partners,” Ceccaldi says.
Aytekin Saray, chief executive of Global GSA Group, stresses that the digital shift is an opportunity rather than a threat. “At Global GSA Group, the shift toward digital cargo sales is embraced as both a challenge and an opportunity to evolve,” he says. “Our approach integrates advanced digital tools which allow us to optimise capacity allocation, enhance market visibility, and deliver real-time analytics that support both airlines and freight forwarders. While digital channels grow, we continue to prioritise personalised service through our global network… This hybrid model keeps us relevant in a digital-first environment without sacrificing the relationship-driven expertise airlines expect.”
For Sascha Wiesner, Managing Director of Galaxy Air Service, the strength of the GSSA lies in its ability to adjust quickly in complex environments. He highlights the role of European hub investments, such as at Frankfurt, Leipzig/Halle, Liège and Maastricht, in changing regional cargo flows. “It really changes the way cargo flows. For us, it means faster handling, better slot management, and ultimately more reliable schedules. Also, this provides us more diversified options to offer to our customers. As a GSSA operating in Germany, this helps us make the most out of our available capacity, and it gives us more flexibility.”
The power of data
If there is one theme uniting the sector, it is digitalisation. From predictive analytics to mobile booking apps, technology is not only making processes faster but also shifting how GSSAs engage with both airlines and forwarders.
“Predictive analytics allows ECS Group to steer capacity and pricing with precision, even in unstable or rapidly changing markets,” says Ceccaldi. Through platforms such as Live Capacity, the company monitors route dynamics, competitor activity, and demand trends. “This intelligence feeds into our pricing decisions, including those made through our Quantum Pricing Support System, enabling tailored offers and better yield control,” he adds.
Wiesner notes that digital booking tools are already indispensable when dealing with persistent European capacity constraints. “Capacity is always tight, especially for westbound traffic. Digital booking tools help us a lot here—forwarders expect quick answers and clear visibility, and technology allows us to give them that. It’s becoming increasingly about reacting quickly to what’s available in the market.”
He stresses that it is not just airlines and forwarders who need to be kept in the loop: “The warehouses and truck providers are also kept in this information flow to secure the delivery slots and handling processes.”
For Scholte, digitalisation must be embraced rather than feared. “We should embrace more digitalisation. It could be more disruptive for our industry and the way we work, but the role of a GSA will not go away in the future,” he argues. Even with digital bookings, “there is still a lot of human intervention in the whole process, what will not change in the foreseeable future.”
Saray adds that innovation hubs are also accelerating change. “Being part of Aerion’s modular ecosystem and partnering with CargoTech has allowed us to fast-track innovations by connecting developers directly with operational teams,” he explains. “This ensures that the tools we bring to market are not only advanced but also practical and immediately beneficial for airlines and forwarders.”
He also points to regulatory consistency as a critical factor. “Global GSA Group ensures consistent service quality and regulatory compliance across diverse and sometimes fragmented airport and customs environments by combining strong local expertise with advanced digital tools and a people-first approach,” Saray says. “Our ISO 27001 certification further demonstrates our commitment to data security and compliance with international regulations.”
Resilience in uncertain times
Geopolitics, tariffs, and regulation are never far from the airfreight conversation. And here too, GSSAs say they play a role in helping airlines and forwarders navigate the turbulence.
“Geopolitical tension of any kind hits air cargo,” says Yilmaz. “Sometimes flights need rerouting, insurance costs go up significantly, and schedules get stretched. As a GSSA, it is our biggest responsibility to keep everything clear about cancellations, and additional restrictions to be implemented during such times to avoid any avoidable breaches in the logistics phases.”
Ceccaldi highlights the importance of proactivity. “Proactivity is everything in cargo—and real-time tools are what enable it,” he says. “Our teams use alert dashboards and mobile notifications to monitor shipments in real time. These tools help us intervene before an issue becomes a problem—ensuring better service and fewer disruptions.”
Meanwhile, Scholte underlines a paradox familiar to many in the sector. “I always say that unfortunately whatever is bad for the world, is good for air cargo, with the exception of economic crisis.” Crises, he notes, tend to accelerate reliance on GSSAs rather than diminish it.
For Saray, resilience also comes through diversification. “Diversifying geographically helps mitigate risks associated with any single market’s geopolitical or economic volatility and enables us to capture growth in underserved corridors,” he says, citing recent partnerships in Latin America and Africa. “Both Latin America and Africa are areas where we continue to see promising developments.”
He notes that sector-specific expertise also builds resilience. “Global GSA Group deploys specialised vertical teams equipped with comprehensive SOPs and enhanced real-time data analytics to meet the distinct needs of key segments,” Saray says. “Pharmaceuticals receive dedicated care… automotive logistics are managed for just-in-time delivery… and e-commerce clients benefit from expedited processes and flexible capacity.”
Looking forward, the message is clear that demand for airfreight will remain. “Making bold predictions isn’t easy these days,” says Wiesner. “But one thing we know: cargo keeps flying. Volumes and trade lanes may shift, but there will always be demand for airfreight.”
