In GSSA operations, intermediaries are increasingly being repositioned inside airline commercial architecture rather than operating alongside it. The traditional remit of capacity placement has been overtaken by deeper integration into forecasting, yield steering and network design, effectively tightening the loop between airline planning and market execution.
This shift is particularly visible in APAC and the Middle East, where structural growth corridors have forced GSSAs to move closer to airline decision-making cycles. Hong Kong has long been an operational command node for regional coordination, while Saudi Arabia’s expanding cargo ecosystem has become a proving ground for partnership-led operating models. The result is a more synchronised commercial environment, where responsiveness is increasingly measured in planning speed rather than transactional
“Being a cargo GSSA has changed from a service provider to an airline partner. We are not only discussing commercial performance anymore, but also engaging in capacity planning and yield planning, effectively functioning as an extension of the airline itself rather than simply filling belly capacity,” Anindam Choudhury, Vice President Commercial at TAM Group, said. “We were very fortunate to have received the 2026 World Air Cargo Awards Regional GSSA Award, which reflects what we have achieved across different markets. Our partnership with Saudi Cargo is a strong example of this operating model. The Hong Kong hub has also been important in building a regional command centre that strengthens decision-making and execution speed.”
Reshaping operations and responsiveness
Within GSSA operations, volatility has shifted from episodic disruption to a persistent operating condition. Covid-era shocks, tariff fluctuations and periodic airspace constraints have forced a structural rethink of how capacity is allocated and how quickly networks can be re-optimised. In this environment, agility has become less of a competitive advantage and more of a baseline requirement for participation in global cargo flows.
This has driven a sharper segmentation of capability within GSSA organisations, particularly across e-commerce, pharma and perishable flows. Rather than relying on generalised sales coverage, operators are building dedicated vertical expertise supported by carrier networks capable of rapid rerouting. The effect is a more modular operating model, where resilience is engineered through specialisation rather than scale alone.
“Over the last six to seven years we have seen a lot of disruption. Covid-19, tariff issues and airspace closures have all affected cargo flows. What we have focused on is how quickly we can plan ahead and ensure shipments reach the right place at the right time,” Choudhury outlined.
“We have built very specific segments within the organisation. For example, we are possibly the only GSSA with a dedicated e-commerce department led by someone with direct industry experience. We apply the same approach across pharma and perishable cargo to ensure deep operational expertise in each segment,” he continued.
Data, people and regional expansion
As digital tools become embedded across GSSA operations, the industry is moving towards a hybrid operating model where data-driven decision-making coexists with local market intelligence. CRM systems, 24/7 service platforms and AI-assisted workflows are improving speed and visibility, but they remain dependent on human interpretation to navigate volatility in real time.
Nowhere is this balance more critical than in APAC region and the Middle East region, where rapid trade realignment and hub expansion are reshaping cargo geography. Saudi Arabia’s emergence as a cross-continental connector, combined with Southeast Asia’s manufacturing diversification, is expanding the operating surface area for GSSAs. Hong Kong, meanwhile, continues to function as a central coordination hub linking these flows into global networks.
“People remain the core factor in this industry. Technology helps us function more efficiently and serve customers better. We are adopting AI in selected areas, but it is there to support teams rather than replace them, because people remain at the centre of what we do,” he emphasised.
“We stay closely connected to the market through both tools and daily engagement. No system can fully predict volatility in today’s environment. It is the combination of data, technology and on-the-ground insight that allows us to respond effectively,” Choudhury concluded.
The post GSSA transformation sharpens airline-aligned commercial architecture appeared first on Air Cargo Week.
Go to Source
Author: Edward Hardy
