Europe’s air cargo landscape is shifting fast. GSSAs are under pressure to deliver more than sales—airlines now demand agility, insight, and smarter execution. As regulatory, geopolitical, and commercial pressures mount, the GSSA model is being redefined.

“The first three months of 2025 were very strong, even outperforming the same period in 2024,” says Ismail Durmaz, Chairman of Global GSA Group.

“While recent political changes and rising geopolitical tensions are beginning to influence the market, we remain optimistic about the industry’s resilience.”

Durmaz acknowledges that uncertainty is rising, but he views this as a catalyst for evolution. “These developments are introducing a degree of uncertainty, but they also present opportunities for innovation and adaptation,” he adds.

 “Going forward, the market’s performance will depend on its ability to navigate these shifts effectively, alongside broader trends such as digitalisation, sustainability initiatives, and evolving global trade patterns.”

From vendor to strategic partner

The traditional role of the GSSA is undergoing a profound shift, with airlines demanding more than just sales support.

 “The relationship between GSSAs and airlines has shifted from a transactional model to a strategic collaboration,” Durmaz explains. “Airlines today seek GSSAs who not only drive sales but also deliver market insights, operational support, regulatory expertise, and flexibility.”

In today’s competitive landscape, GSSAs must offer tailored solutions, backed by both technology and local know-how. “They expect partners who can integrate advanced technology, offer specialised cargo solutions, and maintain a proactive, personalised approach to customer management,” Durmaz says.

“At Global GSA Group, we meet these expectations by combining digital innovation with local market expertise, strong client engagement, and a commitment to sustainable operations.”

The post-pandemic recovery and ongoing geopolitical instability have only increased airlines’ reliance on flexible partners.

“Market fluctuations, such as the post-pandemic recovery and ongoing geopolitical tensions, influence the demand for GSSA services by increasing the need for flexible and adaptable solutions,” says Durmaz.

In times of volatility, airlines often lean on GSSAs to manage capacity, reduce risk, and ensure operational continuity. “By outsourcing cargo management to GSSAs, airlines can better navigate changing market conditions while optimising resources and controlling costs,” he adds.

While digital freight platforms and airline self-representation are reshaping the GSSA landscape, Global GSA Group is holding firm by blending innovation with experience.

“The European GSSA market faces pressure from digital freight platforms, rising airline self-representation, regulatory complexity, and the need for greener logistics solutions,” says Durmaz.

He notes that Global GSA Group maintains leadership through a mix of tools and talent. “We combine digital tools with human expertise, develop specialised cargo services, strengthen client relationships, and invest in continuous staff development.”

“Our adaptability, market insight, and commitment to sustainable practices ensure we remain a trusted, resilient partner in a highly competitive environment.”

Where airlines still need support

As more airlines build out their in-house sales teams, the value GSSAs provide is evolving rather than diminishing. Durmaz explains:

“As airlines build their own sales capacity, GSSAs are increasingly expected to complement these efforts by offering targeted market intelligence, operational support, and agile local execution.”

Technology is part of the solution, but not the whole story. “Technology enables our efficiency, but personal relationships and problem-solving remain the core of how we create additional value alongside internal airline teams,” he adds.

Compliance remains a cornerstone of the GSSA’s role, particularly in Europe’s complex regulatory environment.

“We strictly follow the same principles, standards, and procedures as the airlines we represent, ensuring full compliance with customs regulations, trade policies, and security requirements across Europe.”