Etihad Cargo outlines a strategy built on disciplined growth, smart partnerships and digital control, reports Peter MacLeod.
After several years of disruption, the air cargo industry appears to be entering a period of cautious recalibration. Capacity has returned, albeit unevenly, yields have softened on some lanes, and geopolitical uncertainties continue to complicate network planning. Against this backdrop, Etihad Cargo has reported a strong 2025 performance, combining revenue growth with a measured expansion of capacity. Speaking exclusively to Logistics Business Magazine, Stanislas Brun, Chief Cargo Officer at Etihad Airways, says the story is less about chasing volume and more about disciplined growth anchored on Abu Dhabi’s evolving role as a global logistics hub.
“2025 has been a year of disciplined and purposeful growth for Etihad Cargo, driven by a clear focus on high-value verticals and a network strategy anchored around Abu Dhabi as a global logistics hub,” Brun explains. Pharmaceuticals, e-commerce and perishables have been central to that approach, supported by targeted capacity expansion and additional Boeing 777 freighter operations. At a time when many carriers are still reassessing their freighter strategies, Etihad’s emphasis on sectors that value reliability and control reflects a broader industry shift away from pure commoditised lift.
Operational performance has been just as critical. As passenger belly capacity continues to fluctuate across global markets, cargo operators have been forced to re-examine hub efficiency and transfer times. Brun highlights Abu Dhabi’s infrastructure and ecosystem as key enablers. “Leveraging Abu Dhabi’s advanced infrastructure, short transfer times and strong ecosystem partnerships has enabled us to scale efficiently while improving reliability, strengthening customer confidence across our core trade lanes.”
Growth Constraints
Balancing growth with service quality remains one of the sector’s most persistent challenges. Volatility in demand, labour constraints and cost pressures mean that rapid expansion can easily undermine performance if not carefully managed. For Etihad Cargo, Brun says the answer lies in selectivity and control. “At Etihad Cargo, growth is always measured against our ability to deliver consistent customer service quality.” The airline’s integrated hub model allows it to expand only when infrastructure, partners and operational readiness are aligned, rather than reacting opportunistically to short-term market signals.
Central to this approach is a strong emphasis on visibility and network oversight. “Our 24/7 Operations Control Centre provides real-time network oversight and allows us to respond quickly to volatility,” Brun notes. In an industry where disruptions can cascade rapidly, crossing national and continental boundaries in the blink of an eye, the ability to intervene early has become a differentiator, particularly for customers moving high-value or time-critical shipments.
Trade lane selection, meanwhile, reflects both immediate customer demand and longer-term structural trends. Global air cargo growth is increasingly shaped by life sciences, advanced manufacturing and cross-border e-commerce, often linked to government-led industrial strategies. Brun underlines the importance of aligning Etihad Cargo’s network with Abu Dhabi’s own ambitions. “Trade lane selection is guided by customer demand, sector-specific growth and Abu Dhabi’s long-term trade and industrial ambitions.”
He adds that Etihad prioritises lanes where regulatory alignment, infrastructure and connectivity provide a competitive edge, while using partnerships to maintain flexibility where direct deployment is less efficient.
Aircraft Delivery Times
That flexibility is particularly important as the industry grapples with extended aircraft delivery timelines. Delays to new-generation freighters, including the much-anticipated Airbus A350F, have forced many carriers to rethink capacity plans. Strategic partnerships have therefore taken on renewed significance. “Strategic partnerships, such as with SF Airlines, are central to Etihad Cargo’s ability to scale responsibly while maintaining flexibility,” Brun says. “As the industry navigates extended aircraft delivery timelines, partnerships enable us to expand capacity, enhance specialised capabilities and protect service quality.” From Abu Dhabi, these partnerships extend Etihad’s reach without compromising consistency, a balance many global operators continue to struggle with.
Digital transformation is another area where air cargo players are seeking differentiation, although progress across the sector has been uneven. While customers increasingly expect end-to-end visibility and predictive insights, legacy systems and fragmented data remain common obstacles. Etihad Cargo has invested heavily in this space, positioning digital tools as both an operational enabler and a customer-facing value proposition. “Digital transformation is reshaping how Etihad Cargo operates from its Abu Dhabi hub and how customers experience our services,” Brun says.
He points to AI-enabled predictive tools and enhanced visibility as tangible examples. “We have introduced innovative, AI integrated predictive tools such as SmartTrack solution, which provides end-to-end shipment visibility, supported by a dedicated control centre that enables proactive intervention.” By embedding predictive analytics into daily operations, Etihad aims to anticipate risks rather than simply respond to disruptions. “By integrating AI and predictive analytics into our operations, we are improving decision-making, anticipating risks and optimising network performance,” Brun adds, describing transparency and reliability as key differentiators for customers moving high-value cargo.
E-Commerce Support
E-commerce continues to exert a profound influence on air freight dynamics, particularly as platforms expand into emerging and underserved markets. For carriers, the challenge lies in supporting both large integrators and smaller businesses without diluting service quality. Etihad Cargo’s response again centres on scalability and digital enablement. “E-commerce continues to reshape global trade, and Etihad Cargo is leveraging Abu Dhabi’s connectivity to support both established platforms and SMEs in emerging markets.”
Through a combination of freighter capacity, belly space and partnerships, the airline aims to provide access to global markets while meeting the speed and visibility demands of digital commerce.
Sustainability, meanwhile, has moved from a peripheral concern to a strategic imperative across the air cargo sector. Regulatory pressure, customer expectations and rising fuel costs are all accelerating the search for more efficient operations. Brun emphasises that sustainability is embedded within Etihad Cargo’s broader strategy rather than treated as a standalone initiative.
“Sustainability is embedded across Etihad Cargo’s operations and long-term strategy, aligned with Abu Dhabi’s broader sustainability agenda,” he tells us. Fleet renewal plays a central role, with a focus on fuel efficiency and emissions per tonne kilometre, complemented by transparent CO₂ reporting and collaboration with partners on sustainable logistics solutions.
Looking further ahead, Etihad Cargo is also exploring emerging technologies where they offer genuine operational and environmental benefits. “Beyond fleet, we are advancing transparent CO₂ reporting, working with partners on sustainable logistics solutions, and exploring emerging technologies such as hybrid VTOL and autonomous systems where they can deliver real operational and environmental value.”
While such technologies remain nascent, their potential reflects a wider industry effort to rethink the role of air cargo within more sustainable supply chains.
Intense Regional Competition
Competition between Middle Eastern hubs remains intense, with Dubai and Doha continuing to invest heavily in cargo infrastructure and connectivity. Brun argues that Abu Dhabi’s strength lies in integration rather than scale alone. “Abu Dhabi offers a uniquely integrated ecosystem, where aviation, logistics, healthcare, manufacturing and government entities operate in close alignment.” This alignment enables faster decision-making and tailored solutions, particularly for pharmaceuticals and other temperature-sensitive cargo, positioning Abu Dhabi as a credible alternative hub in the region.
Underpinning all of this is a clear leadership and organisational culture. Like much of the logistics sector, air cargo faces ongoing challenges in recruitment, training and retention. Brun believes adaptability starts with people. “Leading Etihad Cargo through transformation has reinforced the importance of clarity, empowerment and purpose.” Investment in training, clear career pathways and a culture that encourages innovation are central to maintaining agility. “By aligning teams around shared objectives and giving them the tools to adapt and innovate, we ensure Etihad Cargo remains agile, resilient and closely connected to customer needs.”
Etihad Cargo’s approach illustrates how network expansion, partnerships and digital transformation can be aligned around a coherent hub strategy, whilst navigating geopolitical turmoil, economic uncertainty, and other factors beyond its control. In a market where resilience increasingly outweighs rapid growth, the emphasis on discipline, visibility and ecosystem integration may prove as important as capacity itself.
