As geopolitical tensions have reinforced the importance of GSSAs as strategic partners in the airfreight sector, the role of this sector has expanded from traditional cargo sales to market intelligence, alternative route planning, and digital logistics solutions, helping airlines and forwarders adapt to shifting trade patterns.
“Airlines rely on us to ensure continuity in cargo sales and operations, especially in markets affected by border closures and evolving bilateral,” Prithviraj Singh Chug, Chief Executive Officer of Group Concorde, stated. “We play a vital role in navigating these complexities with localised expertise and rapid deployment of solutions.”
“As global trade routes continue to evolve, the demand for agile, tech-savvy, and regionally connected GSSAs will likely remain strong,” Simona Faighel, Deputy General Manager at Air Cargo Services, said.
“GSSAs play a critical role in optimising capacity and shaping pricing strategies within the airfreight market, especially in response to volatile demand cycles and fluctuating fuel prices,” Tayfun Lantrok, Managing Partner at Simple Cargo, outlined. “We continuously tailor our approach to match the specific fleet configuration and strategic preferences of each airline we represent, allowing us to deliver both flexibility and commercial success.”
“Competition remains strong, especially as capacity has shifted significantly post-COVID. The transatlantic market grew due to the need to reroute traffic away from Eastern corridors, while the transpacific market surged with e-commerce demand. This has intensified competition and highlighted the need for smart, scalable solutions,” Jean Ceccaldi, CEO of ECS Group expressed.
Diversified approach
To meet the growing demand for specialised freight such as perishables, pharmaceuticals, and high-value cargo, GSSAs have diversified their service offerings by investing in cool chain solutions, including temperature-controlled storage and handling at major hubs, as well as collaborating with specialised facilities to ensure the integrity of sensitive cargo.
“We are integrating real-time temperature monitoring sensors to provide visibility to shippers and ensure compliance with regulatory requirements,” Faighel cited. “Additionally, we offer expedited handling and fast-track customs clearance, prioritising perishables with coordinated unloading and delivery to meet tight timelines.”
“Being an Airline Representative, we have invested in specialised teams and support infrastructure to manage sensitive cargo segments,” Singh stated. ”We collaborate with certified handling agents, implement temperature-control protocols, and ensure compliance with global standards such as GDP and CEIV Pharma. Customised solutions for time- and temperature-sensitive shipments, real-time visibility, and proactive monitoring are now standard parts of our offerings.”
“We’re a natural extension of the airline. Our role is to identify gaps—whether in resources, infrastructure, or local knowledge—and to fill them with tailored solutions,” Ceccaldi detailed. “We also bring digital capabilities that support better planning and real-time responsiveness, which is critical when working in congested or capacity-constrained environments.”
“We consistently work with trusted partners to ensure high-quality, temperature-controlled road transport,” Lantrok expressed. “In addition, we always have a dedicated team member on duty during the evening to verify that all trucks are properly loaded, and again in the morning to confirm timely unloading. For these sensitive commodities, being proactive isn’t just a value—it’s a must.”
Challenging negotiations
Fluctuating air cargo capacity, unpredictable yields, and overall market volatility have made long-term contract negotiations increasingly complex for GSSAs.
“We address this by focusing on crafting the appropriate formula for each airline. We do not use a one-size-fits-all method. Rather, we segment our approach to reflect the unique DNA of each airline that we serve. This ensures that their values, brand, and commercial goals are properly and successfully communicated to the market,” Lantrok laid out.
“We are expected to offer flexible commercial models while balancing yield expectations, route profitability, and seasonality,” Singh explained. “Convincing airlines to commit to markets where capacity may not align with demand remains a challenge, as does adapting to evolving business models such as cargo-only operations and hybrid belly-freighter networks—trends that gained momentum during the pandemic.”
Market volatility and rate uncertainty are also presenting challenges. Global economic instability, fuel price surges, and geopolitical factors create unpredictable freight rates, making long-term contract pricing challenging or even impossible.
“Unpredictability is the biggest challenge. Many key shippers, particularly those out of Europe, are adopting a wait-and-see approach due to global instability,” Ceccaldi highlighted. “This slows down the commercial momentum and impacts sales and pricing strategies. Planning becomes more complex, and the need for agility is greater than ever.”
“In some regions, excess cargo space leads to lower yields, while in others, constrained capacity drives higher costs, making our pricing strategies difficult,” Faighel outlined.
Innovation’s role
The rise of digital freight forwarders and online booking platforms has undoubtedly changed the playing field. and advancements in technology, AI, and automation have significantly influenced the operational strategies of GSSAs.
“Technology is at the heart of our model. From bookings to customer service, pricing, dynamic capacity management, and revenue optimisation, our digital ecosystem supports every step of the cargo journey,” Ceccaldi declared. “We are proud to offer some of the most advanced solutions on the market—solutions that give ECS Group and its airline partners a real edge.”
“We’ve evolved from manual cargo agents to digital logistics providers, offering faster booking, real-time tracking, and predictive analytics that enhance customer satisfaction,” Faighel highlighted. “Airlines benefit from increased cargo sales, optimised revenue, and lower operational costs, while sustainability and compliance are now automated, reducing risks for all stakeholders.”
“We’ve invested in a digital booking platform developed by our sister company, which supports real-time bookings, performance tracking, and analytics—allowing us to stay agile and responsive to market demands,” Singh outlined. “In addition, we’ve integrated an external system to further enhance our technological edge and ensure operational efficiency across our network.”
While the adoption of automation and AI in the GSSA space is still at an early stage, GSSAs are proactively building digital capabilities that align with their strengths in relationship-driven service and local market expertise.
“By blending technology with personalised customer engagement, we’re positioning ourselves to stay ahead in a rapidly evolving industry,” Singh continued.
“We try to leverage technology for real-time pricing and booking, we diversify airline partnerships to mitigate over-reliance on specific carriers, we adapt to performance-based contracts by proving our value with data-driven insights and most important, we offer value-added services,” Faighel added.
“We are in the process of enhancing our online capabilities, but we firmly believe that our core strength lies in our people. With a highly experienced and responsive sales team, we remain committed to personalized service, because in our view, air cargo will always be a people’s business,” Lantrok declared.
