Once viewed primarily as outsourced sales agents, general sales and service agents (GSSAs) are being pushed to evolve—offering not just capacity but deeper value through technology, vertical expertise, and local insight.
For FlyUs Aviation Group (FlyUs), this shift has been more than reactive—it’s become a core part of their growth strategy.
“Technology is no longer optional in the GSSA space—it’s fundamental,” Carlo de Haas, Managing Director at FlyUs said. “Freight forwarders expect the same level of visibility, automation, and responsiveness they get elsewhere in the supply chain, and GSSAs must meet that standard or risk being left behind.”
To meet those expectations, FlyUs is developing a proprietary digital platform aimed at simplifying the booking and quoting process across its airline portfolio.
“Using our portal, forwarders will be able to make bookings 24/7, all with track-and-trace functionality built in, maintaining consistent, transparent communication across the supply chain.”
It’s not the first GSSA to move in this direction, but de Haas says the aim is to go further by incorporating automation.
“We’re looking to integrate AI into more and more of what we do, so this portal will also leverage this technology for the quoting and booking process,” he stated.
Beyond automation, FlyUs is focusing on sector-specific value, particularly in perishables. The company operates its own road feeder service, including temperature-controlled double-decker trucks, supporting cold chain integrity across multiple stages of the logistics process.
“We’ve invested in the necessary equipment and planning to empower our airline partners to serve the perishables sector with confidence,” de Haas explained.
This kind of specialisation is becoming more important as pharma, e-commerce, and express shipments reshape what forwarders and airlines expect from their handlers.
The GSSA model is maturing
According to de Haas, the industry is moving away from a purely transactional model. Airlines are looking for strategic partners, not just local sales reps: “Airlines increasingly expect their GSSAs to deliver more than tonnage – they’re looking for partners who can open new markets, contribute to digitalisation and sustainability goals, and improve the overall cargo experience for forwarders. That requires adaptability, investment in systems and digital solutions, and deep knowledge of local markets.”
It’s a shift being echoed across the industry as traditional boundaries between GSSAs, forwarders, and integrated logistics players continue to blur.
FlyUs’ model is built on long-term partnerships, with an emphasis on representing an airline’s values, service quality and strategy on the ground.
“A successful GSSA acts as a true extension of the airline team, not just a sales agent,” he continued.
The next 3–5 years will likely see strong growth in the GSSA space, according to de Haas—with a focus on supporting emerging industries.
“We expect the next few years to bring more consolidation, but also greater specialisation,” de Haas said. “Airlines will partner with GSSAs who can offer niche expertise.
