{"id":6601,"date":"2026-10-01T14:58:32","date_gmt":"2026-10-01T11:58:32","guid":{"rendered":"https:\/\/mikhailinvest.com\/wisetech-air-cargo-push-challenges-independent-booking-platforms\/"},"modified":"2026-10-01T14:58:32","modified_gmt":"2026-10-01T11:58:32","slug":"wisetech-air-cargo-push-challenges-independent-booking-platforms","status":"publish","type":"post","link":"https:\/\/mikhailinvest.com\/ru\/wisetech-air-cargo-push-challenges-independent-booking-platforms\/","title":{"rendered":"WiseTech air cargo push challenges independent booking platforms"},"content":{"rendered":"
\"cw<\/div>\n

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In a move that could be a blow to air cargo booking platforms, WiseTech Global expects more forwarders to book airfreight directly within CargoWise, as it expands its airline connections and opens the platform to general sales and service agents.\u00a0<\/p>\n

ATC Aviation Services, part of World Freight Company (WFC), has become the first GSSA to connect to CargoWise AirlineConnect, allowing users to search, compare, and book services from its represented airlines in Germany, Switzerland, and Austria.\u00a0<\/p>\n

The connection brings capacity, schedules, and dynamic pricing into the same system forwarders use to manage shipments, with booking confirmations, amendments, cancellations, and status updates feeding into their workflow.\u00a0<\/p>\n

Stuart Hayman, head of carrier integration and transformation at WiseTech Global, told \u041b\u043e\u0434\u0441\u0442\u0430\u0440<\/i> the company expected more customers to book directly in CargoWise as its network expanded.\u00a0<\/p>\n

\u201cWhen booking happens inside the execution workflow, data is captured once and carried through the full shipment lifecycle,\u201d he said.\u00a0\u201cThat clearly benefits accuracy, speed, and cost, so yes, we expect more forwarders to take advantage of these efficiencies.\u201d\u00a0<\/p>\n

According to WiseTech, AirlineConnect now provides digital booking access to airlines accounting for 75% of the air waybills its customers execute, up 15 percentage points from a year ago.\u00a0<\/p>\n

The figure measures the connected airlines\u2019 share of customers\u2019 air waybills, rather than the proportion of shipments actually booked through AirlineConnect.\u00a0<\/p>\n

GSSA connections could broaden that reach by bringing several represented carriers onto the platform through a single integration.\u00a0<\/p>\n

\u201cMany of the airlines that GSSAs represent don\u2019t run their own ebooking channels in every market,\u201d said Mr Hayman.\u00a0<\/p>\n

WFC markets capacity for more than 300 airlines across over 3,500 tradelanes, although the initial ATC connection covers only its airline portfolio in Germany, Switzerland, and Austria. WiseTech expects coverage to expand through WFC\u2019s network over the coming months, and through other GSSA connections.\u00a0<\/p>\n

Access to AirlineConnect is included in the CargoWise Value Pack. WiseTech did not specify whether airlines or GSSAs pay connection or transaction fees.\u00a0<\/p>\n

However, Freightos founder and former CEO Zvi Schreiber argued that independent booking platforms retained advantages over a service tied to a particular transport management system.\u00a0<\/p>\n

\u201cFreightos Platform has two things a TMS can\u2019t easily copy. It\u2019s neutral, so an airline connected to it reaches forwarders whatever system they run,\u201d he told \u041b\u043e\u0434\u0441\u0442\u0430\u0440<\/i>.\u00a0\u201cAnd through Freightos\u2019s shipper marketplace, the Freightos platform connects end-to-end, carriers to forwarders to shippers.\u201d\u00a0<\/p>\n

Dr Schreiber, who is campaigning for Freightos to prioritise platform growth, said maintaining that network advantage required continued investment.\u00a0<\/p>\n

\u201cWhen a well-funded incumbent moves into your market, that\u2019s the moment to accelerate, not to take a sabbatical from growth.\u201d\u00a0<\/p>\n

WiseTech\u2019s airfreight ambitions also extend beyond booking. Its July collaboration with Lufthansa Cargo and IBS Software enabled shipment records to be exchanged using IATA\u2019s ONE Record standard.\u00a0<\/p>\n

Mr Hayman said the projects addressed different parts of the same workflow: AirlineConnect enables forwarders to find and secure capacity; while ONE Record supports shipment data exchange throughout the shipment lifecycle.\u00a0<\/p>\n

\u201cWe will expand the bookable network through more direct airline and GSSA connections, deepen post-booking messaging and status visibility, and support standards such as ONE Record as airlines adopt them,\u201d he said.\u00a0<\/p>\n

For forwarders, connectivity can be an important factor in choosing their operating system.\u00a0<\/p>\n

New Hamburg-based forwarder Cherry\u2019s Logistics selected CargoWise after considering alternatives, with co-founder Marc-Henrik Schmitz identifying \u201cthe API connection possibilities\u201d as one reason for its decision.\u00a0<\/p>\n

Co-founder Sandra Bufe said its scalability and potential to save time and manpower were also attractions. But Cherry\u2019s intends to build its own data and knowledge environment, connecting its TMS and other systems while preserving flexibility over suppliers.\u00a0<\/p>\n

\u201cWe want to stay flexible in making our own choices,\u201d said Mr Schmitz.\u00a0<\/p>\n

Mr Hayman acknowledged that forwarders would continue using multiple booking channels as the market moved away from manual processes.\u00a0<\/p>\n

\u201cOur job is to make CargoWise the most complete and convenient option, which is why expanding the network through GSSAs like ATC is so important.\u201d\u00a0\u00a0<\/p>\n

\u00a0<\/p>","protected":false},"excerpt":{"rendered":"

1 October 2026 In a move that could be a blow to air cargo booking platforms, WiseTech Global expects more forwarders to book airfreight directly within CargoWise, as it expands its airline connections and opens the platform to general sales and service agents.\u00a0 ATC Aviation Services, part of World Freight Company (WFC), has become the 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October 2026 In a move that could be a blow to air cargo booking platforms, WiseTech Global expects more forwarders to book airfreight directly within CargoWise, as it expands its airline connections and opens the platform to general sales and service agents.\u00a0 ATC Aviation Services, part of World Freight Company (WFC), has become 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