No longer tasked merely with filling cargo space, today’s general sales and service agents are expected to deliver integrated, agile solutions that reflect the growing complexity and competitiveness of the air cargo landscape. As airlines reassess their strategies, particularly in the wake of global disruptions and shifting trade dynamics, the expectations placed on their sales partners are rising fast.

“The European GSSA market is shifting. Airlines are becoming more strategic in how they select their partners. They’re no longer looking for basic representation — they want reliability, agility, and intelligence,” Aytekin Saray, CEO of Global GSA Group, told Air Cargo Week. “GSSAs need to evolve from sales execution to value generation, with local insight and regional consistency.”

This evolution is prompting a rethink of legacy GSSA models. For Saray, staying relevant means stepping beyond the standard transactional role. It also means investing in the ability to create new cargo opportunities rather than simply managing existing ones.

“We’re actively helping airlines generate new airfreight business, especially by converting former sea freight into air cargo. This means we’re no longer just working within the traditional air cargo perimeter — we’re fishing in a bigger lake and creating new value for our partners.”

Global GSA Group’s key differentiator, Saray argues, is its hybrid structure: flexible enough to respond locally, and robust enough to align with global strategies.

“We don’t offer one-size-fits-all solutions — we adapt to each airline’s ambitions, network, and priorities. Our structure gives us the flexibility of a local player with the mindset of a global partner.”

It’s a model increasingly being tested in real time as Global GSA Group expands into new markets and supports a growing number of airline partners looking for bespoke solutions. In 2025 alone, Global GSA Group has launched new partnerships with Aegean Airlines, Coyne Airways, Qantas, and Virgin Atlantic Cargo.

“These are very different airline profiles, but they share the same need: a GSSA that can adapt fast and deliver with consistency.”

Growing complexity, higher demands

As more carriers look to outsource cargo sales and operations, the nature of the GSSA–client relationship is deepening — and getting more demanding.

“Yes — and not just in volume, but in expectation and complexity,” Saray confirmed. “Airlines are turning to GSSAs not just to sell, but to support their market strategy, offer clear visibility, and bring quick, intelligent execution.”

In this context, Global GSA Group’s evolving service offering includes everything from digital booking tools and AI-assisted pricing to fully managed cargo operations in hard-to-reach markets.

“The biggest challenge is staying relevant in a changing landscape. Airlines expect more than just volume — they want insights, flexibility, and brand consistency. Commercially, the pressure is on to deliver results faster, and operationally, to be consistently excellent across regions.”

Customer CenTECH and the digital push

Technology is central to Global GSA Group’s evolving model, but it’s not deployed for its own sake. The goal is to enhance relationships and remove friction — what the company refers to as Customer CenTECH.

“For us, digital tools are about empowering our people and making the customer journey smoother. Through our partnership with CargoTech, we’ve embraced a philosophy we call Customer CenTECH — blending smart data with strong human relationships.”

Global GSA Group’s integration with digital cargo platforms has been especially impactful in building connections between smaller carriers and major global players. Saray notes that this ecosystem is enabling new forms of cooperation that previously wouldn’t have existed.

“These digital bridges allow us to build synergies that didn’t exist before, helping airlines scale faster and more efficiently.”

New lanes, new momentum

While the GSSA model remains global in reach, Saray sees some of the most promising growth coming from less conventional trade lanes.

“We’re seeing strong growth in intra-European flows, especially between secondary airports, where our local footprint adds real value. There’s also momentum in routes between Europe, Central Asia, and North Africa, where agility and market knowledge are crucial.”

At air cargo Europe this year, Global GSA Group is announcing its integration into AERION — a new commercial structure designed to reshape the way airlines manage cargo sales and services.

“For us, this is not just a new label — it’s a strategic evolution. AERION brings together expert players across sales, tech, operations, and service design. By becoming part of this structure, we strengthen our ability to offer modular, integrated, and forward-looking solutions to our airline partners.”

The move reinforces Global GSA Group’s commitment to staying agile, while gaining the added benefit of scale and capability that comes from being part of a broader ecosystem.

“We remain true to what defines us — flexibility, local commitment, and human connection — but now with greater reach, stronger capabilities, and a shared ambition to reshape the GSSA model.”

Balancing scale with intimacy

The GSSA of 2025 must deliver at scale while maintaining close ties to the customer. For Saray, the ability to do both is what sets the best operators apart from the rest.

“GSSAs must balance scalability with intimacy — and that’s where we focus every day.”

With demand rising for e-commerce expertise, pharma handling, and rapid digital integration, Global GSA Group is investing in tools and training to match. But Saray insists that at its core, success still comes down to people.

“We keep our relationships personal and our execution sharp — that combination is still what sets us apart.”

For a sector often underappreciated outside the industry, the role of the GSSA is proving central to how airlines manage risk, expand capacity, and tap into new revenue sources. “In Munich, that’s the message we’re bringing: we’re growing with our clients, evolving with the market, and ready for what comes next.”