Technological advancements and digitalisation are transforming how logistics companies operate and serve their clients. Yet, amid all the innovation, one often-overlooked factor continues to drive true success: people. Across the sector, companies are recognising that a strong, committed team can be the decisive factor in delivering exceptional service, responding to client needs, and fostering resilience in a dynamic market.

Leaders are placing renewed emphasis on company culture, team expertise, and professional development as cornerstones of their business strategies. By prioritising their people, these companies not only enhance the functionality and adoption of their systems but also build lasting relationships with their clients. As a result, the industry is seeing a new model emerge—one that blends technological excellence with human insight and commitment to set new standards in air cargo management.

“I was fortunate to inherit a strong, healthy company culture when I joined HLT,” said Yuval Baruch, CEO of Hermes Logistics Technologies (HLT).

This culture, rooted in commitment and shared purpose, drives not only the company’s internal operations but also the quality of service provided to customers. Baruch explained that HLT’s people-oriented approach allows team members to see their roles as part of a larger mission: ensuring that HLT’s solutions directly contribute to client success in air cargo logistics. Baruch takes motivation from the team’s dedication.

“It’s a wonderful thing to work alongside people who understand the real impact of their work on our customers,” he said.

Baruch attributes much of HLT’s resilience and agility to this commitment, observing that the team frequently goes above and beyond to minimise customer downtime or meet critical deadlines. 

HLT’s cargo management system is supported not just by developers but also by seasoned cargo experts who have a deep understanding of the air cargo industry. Baruch believes that recruiting people from the field—those with hands-on experience in cargo operations—has been instrumental in creating a product that truly addresses the complexities of logistics. 

“Our team is made up of people from operations at companies like Menzies, Lufthansa, and Virgin. They know the real-world challenges, and they bring that expertise directly into our development process,” he explained.

These experienced professionals play a pivotal role not only in shaping HLT’s solutions but also in enhancing the company’s ability to communicate effectively with clients. 

“When our team speaks with customers or prospects, they’re speaking the same language, down to the last operational detail,” Baruch noted. 

A human-centric approach to digitalisation

For HLT, digital transformation is not solely about adopting the latest technology but about ensuring that clients can effectively use it. Recognising that clients sometimes struggle with training and knowledge retention, Baruch and his team introduced a Learning Management System (LMS) to help customers make the most of HLT’s digital tools. 

“Our LMS provides continuous training on any device, allowing users to keep their skills sharp and ensuring they’re equipped to use our system effectively,” Baruch explained.

The LMS was designed not only to offer technical training but also to enhance the confidence and productivity of the people using HLT’s solutions. By focusing on user empowerment, HLT aims to bridge the gap between technical innovation and practical implementation, elevating the way clients engage with its technology.

HLT has ambitious plans to expand its service offerings and enter new markets, and Baruch is committed to empowering his team to lead the charge. During a recent strategic planning week, HLT’s leadership mapped out a five-year roadmap designed to guide the company’s growth while reinforcing its people-first philosophy. A critical part of this roadmap involves expanding the team’s expertise and ensuring each member has the tools to make meaningful contributions to HLT’s growth.

For Baruch, HLT’s most significant accomplishments stem from its commitment to fostering a supportive, people-centred work environment.

“Our company culture is our strongest asset,” he affirmed.