Disruption didn’t reduce the GSSA role; it broadened it.

The air cargo industry has evolved from a straightforward model, where General Sales and Service Agents (GSSAs) primarily sold airline capacity and built relationships with freight forwarders, to a complex environment shaped by geopolitical tensions, economic fluctuations, and digital transformation. GSSAs are increasingly seen as strategic partners, helping airlines navigate disruptions and manage performance rather than just sales. This shift emphasizes the need for real-time market intelligence and operational flexibility, highlighting GSSAs’ role in enhancing airlines' overall cargo performance, especially during volatile conditions.