Middle East is critical for air cargo growth

AVIAREPS, one of the world’s leading international representation, marketing and communications companies for aviation, tourism, hospitality, and food and beverage brands, recently announced the appointment of Frederick Overton as Global Head of Cargo. 

Overton has been tasked with overseeing and expanding the AVIAREPS’ cargo division, building on existing relationships with airlines and growing the AVIAREPS’ air cargo expertise and division worldwide.

Under the management of Frederick Overton, AVIAREPS’ aviation experts have been utilising their extensive experience and local expertise to connect airlines to freight forwarders and logistics providers to ensure seamless transport. 

1. What are your immediate priorities as you look to strengthen the company’s air cargo division, and how do you plan to drive growth in this rapidly evolving sector?

Our immediate priority is to establish AVIAREPS as a trusted name in the global air cargo industry. While we are already recognised as the world’s leading service provider in passenger aviation, tourism, and travel services, it is crucial that we focus on building our reputation in this vital vertical, too. To achieve this, we are committed to internal education and targeted recruitment efforts. By equipping our teams with the necessary expertise and bringing on board experienced professionals, we aim to grow our air cargo portfolio and solidify our position as a key player in the air cargo sector.

2. Given your extensive experience in air cargo and logistics, what are the key trends you’re seeing in the global air freight market, and how do you plan to position AVIAREPS to capitalise on these trends?

Digitalisation is having a huge impact on the air cargo industry.  Whether that is from the growth of online booking platforms or paperless shipments, AVIAREPS will play a key part in the development of the sector. We work closely with the digital booking providers to ensure that our airlines have the best online ‘shop front’ possible as well as providing extensive offline support for sales and service.

3. The Middle East is a critical region for air cargo growth. How do you plan to expand AVIAREPS’ presence in this market, and what specific strategies will you employ to strengthen partnerships with airlines operating in the region?

The Middle East is indeed a critical region for air cargo growth, and AVIAREPS is committed to capitalising on the opportunities it presents. 

Our approach is dynamic and agile – we seize opportunities as they arise, whether in the Middle East or other markets globally. Starting from practically zero in the cargo sector, we have embraced a growth mindset, jumping on every available opportunity to expand our presence.

Our long-established office in Dubai serves as a strong foundation for our activities in the region. Additionally, our recent opening of a dedicated office in Saudi Arabia underscores our commitment to strengthening our footprint in this dynamic market. We will leverage our existing, robust relationships with airlines that we already represent as passenger GSAs to drive growth in our cargo business. By building on these connections and delivering tailored solutions, we aim to create mutually beneficial partnerships and establish ourselves as a trusted player in the Middle East’s air cargo sector.

We are excited to play a key role in the strong economic growth expected in this region. 

4. Air cargo has seen significant changes over the last few years, especially with the rise of e-commerce. How do you foresee these shifts affecting traditional air freight operations, and what steps is AVIAREPS taking to adapt to these changes?

The rise of e-commerce has undoubtedly reshaped the air cargo landscape, bringing both opportunities and challenges. One of the most tangible impacts we’ve observed is the growing capacity imbalance between Europe and the Asia-Pacific region. E-commerce charters are consistently operating at full capacity into Europe and the US, yet there is insufficient demand to fill their payloads on the return journey. This imbalance has created a severe negative pricing environment on certain trade lanes.

At AVIAREPS, we recognise the importance of having a dedicated and experienced GSA to help airlines navigate these challenges effectively. Our deep market insights, combined with tailored strategies, enable us to identify opportunities, optimise cargo operations, and mitigate the impact of these imbalances. By staying agile and responsive to market trends, we are committed to supporting our air cargo partners as they adapt to changes in the industry.

5. Building strong strategic relationships with airlines and other stakeholders is a key part of your role. What qualities do you look for in potential partnerships, and how do you plan to foster long-term collaboration with AVIAREPS’ partners?

Building strong, strategic relationships has been at the heart of AVIAREPS’ success for the past 30 years. On the passenger GSA side, we have cultivated long-standing partnerships with airlines, some of which have been our valued strategic clients for more than two decades. These airlines trust us to represent them fully in key markets, a testament to the quality of service and dedication we bring to the table.

As we expand into the cargo sector, we are committed to delivering the same exceptional quality and reliability that our partners have come to expect from our passenger GSA services. Our goal is to establish long-term collaborations by understanding each partner’s unique needs, offering tailored solutions, and consistently exceeding expectations. We are confident that the strong relationships we have cultivated over the years will extend seamlessly into the air cargo sector, creating value for our partners as we grow together.

6. With AVIAREPS’ broad global reach, how do you ensure that the air cargo division remains agile and responsive to the needs of both emerging and established markets, particularly in regions with high demand for fast, reliable logistics?

Agility and responsiveness are at the core of AVIAREPS’ approach, and this extends seamlessly to our air cargo division. With our extensive global reach and local market expertise, we are well-positioned to adapt quickly to changing market dynamics, whether in emerging or established regions. 

The same agility and proactive approach that is our success in passenger representation will guide our efforts in cargo, ensuring that we meet the diverse and evolving needs of our airline partners across the globe. By combining our global network with a flexible, market-specific approach, we are committed to helping our partners thrive in the fast-paced world of air cargo logistics.

7. AVIAREPS has a diverse portfolio of clients across aviation, tourism, and hospitality. How do you see the intersection of these industries influencing air cargo operations, and what opportunities do you foresee for cross-industry collaboration?

At AVIAREPS, we leverage our extensive experience as a passenger GSA, representing over 120 airlines worldwide. Future clients in the cargo sector can expect the same exceptional service, global reach, and dedication that our partners in aviation, tourism, and hospitality have long valued.

Airlines we engage with are particularly attracted to our significant global office presence, reputation for high standards, and stable financial performance. These qualities provide assurance that their operations are in capable hands, supported by a partner who understands their needs and delivers consistently.

While the business units we serve – passenger aviation, tourism, hospitality and air cargo – are ultimately quite different, with different dynamics and industries behind them, they share a common requirement for a GSA partner with high-calibre staff and expertise in representing their best interests. 

8. Looking ahead, what are your long-term goals for AVIAREPS’ air cargo division, and how do you see the company evolving in the next 5 to 10 years as the air freight landscape continues to transform?

Our long-term vision for AVIAREPS’ air cargo division is to establish ourselves as a significant player in the cargo GSA market. Currently, the cargo GSA market is highly consolidated with a few major players. Over the next 5 to 10 years, our goal is to challenge this status quo and position AVIAREPS as a global leader in cargo representation, mirroring our success in the passenger world. 

By leveraging our extensive global network, high standards of service, and commitment to delivering results, we aim to offer airlines a fresh, trusted, and competitive alternative in the cargo GSA space.

As the air freight landscape continues to transform, we are ready to adapt, innovate, and grow alongside our airline partners, solidifying our place as a key player in the evolving cargo industry.