In the air cargo business there are often planes available to carry cargo and customers who want to send cargo but they do not always find each other easily.
For a time airlines have been growing their cargo business by having good relationships with their customers and being present in many markets. They would usually sell their cargo space through their offices by phone or by email. This way of working allowed airlines to serve different customers and markets while still having close relationships with them.
Things are changing now.
Airlines are now working in a complicated world. The companies that send cargo, called forwarders are very different from one another. Airlines have to be very careful with their prices and costs. Customers also want their cargo to be delivered quickly and on time.
Even though there are planes and customers who want to send cargo it is not always easy to match them together. The focus is now on making it easy for customers to book cargo space when they need it without it costing the airlines much or causing problems.
This is where booking platforms come in to help airlines distribute their cargo space.
How airlines sell their capacity
Airlines are very careful about how they sell their cargo space. They like to have contact with their customers especially when it comes to complicated shipments or special products. This is because their experience and relationships with customers are very important in these cases.
This does not mean that some customers are more important than others. It just means that different customers have needs. Some shipments need to be discussed and planned carefully while others need to be done
Smaller forwarders and customers who only send cargo sometimes also play a role in the cargo business. These customers often need to send cargo so they need a simple and easy way to book cargo space.
Booking platforms help with this by making it easy for customers to see what cargo space is available and book it.
Reaching more customers
Booking platforms are a way for airlines to sell their cargo space to customers without changing the way they already do business. These platforms are like a digital way of selling cargo space that works alongside the old ways.
The important thing is that airlines are still in control. They decide how much cargo space to sell, at what price and to whom. What changes is that more customers can now book cargo space easily. This helps airlines serve different types of customers without having to hire more staff or use more resources.
Selling cargo space is not about having good relationships with customers anymore. It is also about having rules and systems in place. This does not mean that airlines lose control; It just means that they are making it easier for customers to book cargo space.
How to make this work
The question is no longer whether airlines should make it easier for customers to book cargo space. The question is how to do it without losing control.
A Way to Make Things More Stable in a Changing Market
The demand for cargo space is always changing. It depends on the time of year trade between countries and big events around the world. Booking platforms help airlines deal with these changes by making it easy for customers to book cargo space at any time.
This does not replace the relationships that airlines have with their customers. It just helps airlines use their cargo space efficiently and rely less on a few big customers. In terms it helps fill up planes that might otherwise fly empty.
In times this helps balance things out.
Supporting the sales team
Booking platforms are meant to support the sales team not replace them.
By handling bookings platforms reduce the amount of work that the sales team has to do. This gives the sales team time to focus on important tasks like developing relationships with customers, planning routes and maximizing profits.
The sales team can still use their experience and relationships to help customers.
Easy access to cargo space
For forwarders booking platforms make it easier to access cargo space and plan ahead. They can see what space is available book it quickly and get confirmation fast. This helps them plan better and feel more confident in busy or competitive markets.
Forwarders also have a choice. They can use the platform when they need to book cargo space quickly or they can use the traditional way of booking when they need to discuss something with the airline.
Why good service matters?
Technology is not enough on its own. Forwarders need help with booking solving problems and getting paid. They need to feel confident that everything will work smoothly.
Platforms, like Octoloop, which connect airlines and forwarders show that good service is essential. These services make sure that booking cargo space is simple, reliable and consistent. In this way the services become a part of the distribution process.
Distribution should benefit everyone
As the cargo market continues to change airlines that make distribution easier and more inclusive will be more successful. Booking platforms are becoming a part of this approach working alongside traditional ways of doing business rather than competing with them.
In the future the airlines that succeed will be the ones that make distribution broader and simpler while still keeping control of their business.
The post How booking platforms are helping airlines reach customers appeared first on Air Cargo Week.
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Author: Edward Hardy
