Swissport in Asia: Exclusive Interview with Brad Moore

Swissport in Asia: Reinventing Ground Handling

Swissport International AG is transforming ground handling in Asia by electrifying its fleet and adopting advanced technologies under CEO APAC Brad Moore. Committed to sustainability and talent development, Swissport collaborates with industry stakeholders to enhance operational efficiency.

The aviation industry is evolving at lightning speed, and ground handling is no exception. With booming passenger numbers, sustainability targets and the rise of automation, companies like Swissport International AG are redefining what it means to run efficient, eco-friendly airport operations.

But with so many moving parts, how does Swissport plan to stay ahead in Asia’s competitive aviation market?

Can electric Ground Support Equipment (eGSE) truly replace traditional fuel-powered fleets?

How is Swissport tackling the challenge of sustainability while keeping operations smooth?

What’s the secret behind attracting and retaining top talent in such a high-pressure industry?

In this article, Brad Moore, CEO APAC at Swissport International AG shares Swissport’s strategic game plan for Asia—from electrifying its ground fleet to investing in next-gen training for its workforce.

Brad Moore leads Swissport’s strategic initiatives across the Asia-Pacific region.

With extensive experience in aviation operations and a strong commitment to innovation and sustainability, Moore is instrumental in driving Swissport’s growth and operational excellence.

Under his leadership, Swissport is setting new benchmarks in ground handling efficiency, sustainability and workforce development.

Airport Ground Handling Market

The global Airport Ground Handling Market Size was valued at $32.4 billion in 2023, and is projected to reach $83.8 billion by 2033, growing at a CAGR of 10.1% from 2024 to 2033 (Allied Market Research).

Core Services and Functions:

Airport ground handling encompasses essential services provided to aircraft between flights, ensuring safe and efficient operations.

Key services include:

• Baggage handling and cargo management.
• Aircraft refueling and maintenance.
• Catering and passenger services.
• Deicing and security operations.
• Passenger boarding and disembarking.

Major Growth Drivers:

Several factors are fueling the rapid expansion of the airport ground handling market:

• Increased global air travel driven by economic growth, tourism, and international connectivity.
• Significant rise in air traffic, with February 2023 showing a 55.5% increase compared to February 2022 (IATA).
• Passenger and freight volumes expected to double by 2035, according to ICAO.
• Expansion of low-cost carriers (LCCs), attracting passengers through affordable fares, frequent flights, and convenient services.

Key Challenges:

Despite strong growth prospects, the market faces notable challenges:

• High capital investment required for specialized equipment and infrastructure, including:
  • Aircraft towing tractors and cargo loaders
  • Baggage handling systems and passenger lounges
  • Cargo terminals and maintenance facilities
• Significant costs associated with hiring, training, and retaining skilled personnel.

Technological Innovations and Opportunities:

Advancements in technology are transforming ground handling operations, creating new opportunities for market growth:

• Automation and robotics enhancing operational efficiency and safety:
  • Example: Sarcos Robotics and Changi Airport’s autonomous baggage loading system.
• Artificial intelligence (AI) optimizing security and operational processes:
  • Example: Royal Schiphol Group’s AI-powered baggage screening technology.
• Specialized robotic solutions for tasks such as aircraft deicing:
  • Example: MSG Aviation’s AI-driven robotic system at Oslo Airport.

Market Segmentation:

The airport ground handling market is segmented based on:

• Service Type: Passenger handling, ramp handling, cargo handling, and others.
• Airport Type: Domestic and international airports.
• Provider Type: Independent providers, airlines, and airports.
• Geographical Regions: North America, Europe, Asia-Pacific and LAMEA.

Sustainability Powers Strategic Growth

Asia’s ground handling market is rapidly evolving, shaped by surging passenger numbers and heightened airline expectations for eco-friendly operations.

Swissport recognizes this shift as a pivotal opportunity to lead through innovation and sustainability.

Brad Moore, CEO APAC, Swissport International AG, said, “Sustainability isn’t just a responsibility—it’s a strategic advantage. By electrifying our ground support equipment and embracing cutting-edge technologies, we’re not only reducing our environmental footprint but also enhancing operational efficiency.”

Moore further highlights the importance of aligning sustainability with customer expectations: “Airlines and passengers alike are increasingly prioritizing environmental stewardship. Our proactive approach positions Swissport as a trusted partner in Asia’s competitive aviation landscape.”

Swissport’s eGSE Challenges in Asia

Swissport is committed to reducing its environmental impact by transitioning to an eco-friendly fleet, focusing on adopting electric Ground Support Equipment (eGSE) to minimize carbon emissions and promote sustainability.

The company is actively working to replace traditional equipment with electric alternatives, aiming to have a significant portion of its fleet powered by electricity in the coming years.

This initiative is part of Swissport’s broader strategy to address climate change and contribute to a more sustainable future for the aviation industry.

However, Swissport is navigating significant hurdles in its quest to adopt eGSE across its Asian operations.

“Limited charging infrastructure at many airports presents a major challenge,” stated Moore.

The company also faces diverse regulatory frameworks across different countries, complicating the implementation process.

Furthermore, the higher upfront costs of eGSE compared to traditional equipment add another layer of complexity.

To achieve its ambitious goal of having at least 55 percent of its GSE fleet electrically powered by 2032, Swissport is taking decisive steps.

“We are actively rolling out electric versions of various Ground Support Equipment,” Moore announced.

Swissport is also collaborating with manufacturers to identify high impact use cases for automation.

In a bid to overcome infrastructure challenges, the company is “developing joint solutions for charging infrastructure with airports,” ensuring a smoother transition to electric power in the Asian market.

Advancing Electrification in Asia Pacific

In the Asia Pacific region, Swissport is making significant strides in electrifying its Ground Support Equipment (GSE) fleet.

“We’ve already introduced electric versions of the vast majority of GSE types,” a Swissport representative shared, highlighting the deployment of the largest electric aircraft pushback tractor on the market, currently in use at Melbourne Airport for A380 operations.

Swissport’s sustainability strategy is clear: “We are firmly committed to ensuring that 55% of our motorized GSE fleet is electric by the end of 2032,” the CEO noted.

In the APAC region, Swissport has already reached 21.9% electrification, showcasing its dedication to reducing its carbon footprint.

To achieve these ambitious goals, Swissport has established a global electrification policy with a clear roadmap and definitive timelines.

“This structured approach specifies when only electric versions of certain GSE types can be procured.”

By adhering to this plan, Swissport is driving meaningful progress in sustainability and ensuring it stays on track to meet its electrification targets.

Collaborating for Green Future

Swissport plans to work closely with airports and other stakeholders in Asia to promote the adoption of eGSE and sustainable technologies.

“We are driving discussions about the need for improved charging infrastructure,” he explained, emphasizing the importance of advocating for standardized protocols to facilitate the transition.

A key part of this effort is Swissport’s participation in industry events like inter airport Southeast Asia.

“These events provide an unparalleled platform for networking and exchanging ideas with industry leaders, airport operators, technology providers, and regulators.”

This collaboration enables Swissport to better manage its portfolios and stay ahead of emerging trends and technologies.

Addressing Talent Shortages and Retention

Swissport faces challenges in a competitive labor market, particularly the need for specialized skills in aviation.

“To tackle these issues, we employ integrated, multichannel talent acquisition strategies.”

The company is committed to attracting and retaining top talent by emphasizing fair working conditions, comprehensive skill development, and a diverse, inclusive workplace.

“We position ourselves as an employer of choice by offering career growth opportunities and a supportive culture,” Moore added, highlighting the long-term stability Swissport provides its employees.

A Human-Centric Approach

As Swissport integrates advanced technologies into its operations, it remains committed to a human-centric approach.

“We prioritize employee well-being and job satisfaction, ensuring that technology enhances rather than replaces the human element.”

This focus keeps employees engaged, motivated and productive.

Swissport invests in continuous training to equip employees with future-ready skills, using innovative methods like micro-learning videos available through the Swissport oneApp.

“This ensures our workforce can effectively adapt to new technologies and processes,” Moore noted.

What’s Integral Part of Swissport’s Business Strategy?

Employee engagement and satisfaction are integral to Swissport’s business strategy.

“We measure these factors through regular feedback mechanisms, ensuring that employees feel heard and valued.”

This approach enhances service quality and operational performance. Swissport’s core values—”Show you Care,” “Do the Right Things,” and “Win as a Team”—are embedded in daily activities, from safety protocols to recognition and celebrations for a job well done.

Stations are evaluated using a global scorecard system and recognized monthly against set criteria, reinforcing Swissport’s commitment to operational excellence.