Rebranding Ground Handling: It's Time for a Change

It’s Friday, and what a week it’s been! A hectic start to the new year with the sales team full of energy and questions, so many questions. It’s been a challenging first week, especially with some of us feeling under the weather (hello, January blues!). But despite it all, we are kicking off the year with positivity and motivation.

?After engaging conversations with Mohamed A. Hanno and Mete Erna , as well as Fabio Gamba at ASA, I found myself reflecting on an important topic that deserves attention. So, I thought I would share my thoughts with you:

?For many years, I have worked with companies that proudly called themselves ground handlers. And for many years, I have found myself asking: why? Sure, it worked 30 years ago when the job mostly involved pushing stairs up to planes and loading luggage into cargo holds. But times have changed, and so has the industry. These companies have evolved, expanding into offering a number of services, yet they are still clinging to a term that feels as outdated as a fax machine in 2025.

?Enter the newly rebranded ASA (Aviation Services Association). At last, an industry association that truly gets it! As Fabio Gamba aptly put it: “Ground handling just doesn’t capture the full scope of what these companies do anymore. Today’s aviation service providers manage passenger check-ins, ramp operations, cargo logistics, de-icing, baggage services, premium lounges, and so much more. They’re the unsung heroes of the skies, ensuring seamless journeys for passengers and efficient operations for airlines.”

?So why, I ask myself, are we still calling them "ground handlers"?

?Let’s be honest: the term “ground handling” conjures up images of tarmac crews and baggage carts. It’s a narrowly defined and somewhat uninspiring label. But “aviation service provider”? Now, that’s a title with gravitas. It’s modern, dynamic, and more accurately reflects the diverse roles these companies play in keeping the aviation ecosystem running smoothly.

?Think about it this way: would you call a Michelin-starred chef a “kitchen worker”? Or refer to a tech-savvy marketing guru as “just a salesperson”? Of course not. Titles matter. They shape perception and influence how a profession is valued and understood.

?Airlines, too, should rethink their terminology. Instead of signing “ground handling contracts,” why not “aviation services agreements”? It’s a subtle shift, but one that signals respect for the breadth of expertise these companies bring to the table. Plus, it’s not as if making this change would require an act of official approval from global governments, just a bit of forward-thinking and a willingness to embrace progress.

?Here’s a real-world example: I recently spoke with a company that started as a traditional ground handler decades ago. Today, they’re running high-tech cargo operations, managing VIP lounges, and even offering specialised passenger services for travellers with reduced mobility. Yet, they still describe themselves as a ground handler. It’s like calling Amazon an online bookstore.

?And then there’s the issue of image. “Ground handler” doesn’t exactly scream innovation or sophistication. But “aviation service provider”? That’s a title you can put on LinkedIn with pride. It tells the world you’re not just moving bags; you’re providing essential services that make air travel possible. It’s time the industry starts using language that reflects its evolution and its future.

?Of course, change is scary. People cling to the familiar, even when it no longer serves them. But as the aviation industry faces new challenges, from sustainability to technological advancements, adaptability is crucial. The ASA’s rebranding is a step in the right direction, but it’s just the beginning. We need to embrace this shift at every level, from job titles to contract language to the way we talk about the industry.

?So, here’s my plea to aviation professionals everywhere: stop underselling yourselves. You’re not just ground handlers. Your aviation service providers, driving the industry forward with your expertise and innovation. And to those who resist change. Remember, progress is what keeps us soaring, literally and figuratively.

?The Aviation Services Association’s rebrand is more than a name change; it’s a call to action. Let’s leave the outdated labels behind and embrace a future where the industry’s language matches its ambitions. Because change isn’t something to fear, it’s something to champion.

So, is it time to bid farewell to "Ground Handling" and embrace the future with "Aviation Services"? Maybe it's just semantics, or maybe it's the next big leap for our industry. Either way, change is on the horizon.

?On a personal note, as I sit here with my dog Mojo, let's face it, a dog really is man's best friend (and the only coworker who thinks every idea you have is genius)—I can’t help but reflect on life’s simple joys. Speaking of which, tonight, I am having fish and chips with my adopted grandad, who turns 101 this June. Yes, you read that right, 101! He still gets around, showers and dresses himself, and even cooks when he feels like it. Sharp as a knife, his life advice could apply to our industry, too: don’t let people bring you down, remove the negativity, drink three glasses of red wine daily (moderation is overrated), and always keep moving forward. Because whether we are reinventing ground handling or just figuring out what’s for dinner, the secret to longevity and success, grandad says - is looking ahead, not behind. So, here’s to a brighter future for aviation and, well, all of us. Now, if you’ll excuse me, I’ve got some fish and chips to eat and wisdom to soak up. Cheers! ??

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