WEEKLY NEWS


CAPACITY AND COMPETITION


05


BY Edward HARDY


AS global airfreight markets face mounting pressure from rising demand and constrained capacity, freight forwarders are relying increasingly on long-term strategic planning to maintain service stability. The post-pandemic surge in cargo volumes—driven in part by e-commerce and manufacturing shifts—has intensified competition for


capacity more critical than ever. A key approach to mitigating the volatility of rates and availability


involves securing long-standing allocations and entering into Block Space Agreements (BSAs) with carriers. These agreements provide forwarders with guaranteed access to space on crucial


routes,


reducing exposure to last-minute market fluctuations and securing more consistent pricing. By anchoring capacity through these partnerships, operators can shield clients from the worst impacts of shifting market dynamics. Additionally, maintaining daily consolidation services on major


trade lanes enables more efficient use of available space, ensuring that freight is moved without delays while optimising cost structures. “AWA operates daily consoles on many key lanes, which allows for


efficient consolidation of cargo and optimal use of available space,” Graham Burford, AWA’s Chief Executive Officer, said. These measures have become more vital


as the on e-commerce export cargo,


Navigating volatility In the face of global geopolitical tensions, the focus remains resolutely on solutions and adaptability. With airfreight routes increasingly subject to disruptions—from trade wars to regional conflicts—AWA doesn’t waste time lamenting challenges it cannot control. “AWA navigates the complexities arising from geopolitical tensions


limited airspace, making predictable access to


and trade barriers by adopting a solution-based approach,” Burford said. “When clients face challenges, AWA reacts promptly to provide effective solutions, ensuring minimal disruption to their operations.” From sanctions to route closures and payload restrictions,


geopolitical upheaval can cripple unprepared operators. But AWA’s flexible, partnership-driven strategy enables it to reroute quickly. “While geopolitical issues are beyond AWA’s control, the company remains agile and adaptable, leveraging its extensive network and partnerships to find alternative routes and methods,” he explained. This mindset doesn’t just enable continuity—it earns trust. “By


focusing on flexibility and responsiveness, AWA ensures that client needs are met despite external challenges,” Burford added.


boom


squeezes traditional freight out of airspace, primarily


avoiding direct entanglement with platforms like Temu or Shein. “This makes AWA less susceptible sudden


to offer changes in services to its


though AWA focuses U.S.


Sustainability in airfreight: In an industry under increasing pressure to decarbonize, AWA has chosen to proceed with caution, monitoring the market for the right moment to act. “AWA is currently adopting a wait-and-see approach to reducing its carbon footprint and promoting sustainability within its airfreight operations,” Burford acknowledged. While many


logistics providers trumpet aggressive carbon-


neutral goals, the reality is more complex. “Many carriers have rolled back aggressive targets and clients have been unwilling to accept additional fees for sustainability initiatives,” he stated. In a sector where margins are thin and cost sensitivity is high, passing on the price of sustainability remains a delicate issue. Nonetheless, Burford insists that AWA is not standing still. “AWA


capacity


and rates, enabling the company to maintain stable operations and competitive


clients,” Burford emphasised. AWA’s methodical


model, long-term responsive rooted planning and logistics,


continues to deliver value and dependability.


in


remains committed to monitoring industry trends and regulatory changes,” Burford expressed. “By staying informed and adaptable, AWA aims to implement effective sustainability measures when the market and client readiness align.”


Tech-driven transparency Efficiency and visibility are the currency of modern logistics—and AWA is investing in both. Burford pointed to the company’s proactive use of technology to enhance the freight forwarding experience. “AWA is leveraging technology to enhance efficiency, visibility,


www.aircargoweek.com


and customer experience in its airfreight forwarding services by focusing on providing one-click visibility.” This real-time insight isn’t just convenient—it’s strategic. “This


approach ensures that clients receive critical information before they even need to ask for it,” Burford highlighted. “By integrating advanced tracking systems and real-time data analytics, AWA offers seamless access to shipment status, enabling clients to monitor their cargo effortlessly.”


Adapting to regulatory shifts Recent policy changes, including the elimination of the de minimis provision on low-value imports, have shaken the freight industry. AWA’s response? Rapid,


transparent communication.


“We have


increased client communication to ensure they are well-informed about these changes and their implications,” Burford laid out. This education-first approach helps businesses adapt without


disruption. “By keeping our clients involved and updated, we help them navigate these short-term adjustments, such as new tariffs,” he added. Internally, AWA is actively monitoring policy shifts and refining its strategies to stay ahead. “AWA is closely monitoring these policy shifts and adapting our strategies as needed. “This proactive approach ensures that we can respond swiftly to regulatory changes while supporting our clients effectively.”


Global strategy AWA’s future lies in strategic expansion, targeted investment, and intelligent collaboration. “AWA is strategically focusing on


underserved lanes that are showing significant


growth


opportunities,” Burford revealed. This includes regions like Australia, New Zealand, Hawaii, South Africa, and Europe—emerging markets with high demand for reliable airfreight services. But expansion doesn’t mean going it alone. “AWA leverages long-term, key


partnerships with local experts in other critical global markets,” he noted. Technologically, AWA is making big strides. “Collaborations with


technology providers have led to the integration of advanced cargo management systems, bookings, quoting and real-time tracking,” Burford said. AWA has also invested in online booking platforms and automating key manual tasks. “AWA has dedicated resources for developing and maintaining online booking platforms with vendors and clients.” Looking further ahead, data will be central to AWA’s strategy.


“We are developing significant data-driven reports across various business areas,” Burford noted.


12 JANUARY 2026 ACW


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