AirlinePros International has secured a new General Sales Agent (GSA) mandate from South African low-cost carrier LIFT, covering the United Kingdom, Italy, India, the Netherlands, and the United Arab Emirates. The agreement extends AirlinePros' existing representation of LIFT in Australia, Canada, France, Germany, Spain, and the United States, further strengthening the airline's international trade presence.
LIFT operates domestic routes connecting Johannesburg, Cape Town, and Durban, and was recently named Best Low-Cost Airline in Africa at the SKYTRAX World Airline Awards. The carrier is known for its flexible, customer-focused service model, which includes no change fees and a strong emphasis on hassle-free travel.
Strategic Expansion for Outbound Markets
Hélène Cornet, Vice-President of Global Business Development at AirlinePros International, highlighted the potential of the newly appointed markets. “These are important outbound markets for South Africa, with strong potential across leisure, business, and VFR travel segments,” she said. “LIFT’s customer-first approach, domestic network, and growing recognition in the market make it a valuable option for travel sellers serving clients who wish to explore South Africa or connect between its major cities.”
The GSA arrangement is designed to enhance LIFT's visibility among travel agents, tour operators, and corporate travel buyers in these regions. AirlinePros will leverage its local market expertise and distribution networks to promote LIFT's domestic South African services, which are increasingly popular with international visitors seeking seamless connections between key business and leisure hubs.
LIFT's domestic network is particularly relevant for inbound tourists who fly into Johannesburg or Cape Town and then travel onward to other South African destinations. The airline's flexible policies and competitive pricing make it an attractive option for travel sellers packaging multi-city itineraries.
The expanded representation reflects AirlinePros International's strategy of deepening trade access for its airline partners. By combining LIFT's unique product with AirlinePros' global sales infrastructure, the collaboration aims to unlock new commercial opportunities in markets with strong outbound travel demand to South Africa.
Industry observers note that the GSA model is gaining traction among smaller carriers seeking cost-effective ways to expand international distribution without establishing their own sales offices. For LIFT, the partnership with AirlinePros provides immediate access to established trade relationships in five new countries.
The move comes as global travel demand continues to recover, with outbound travel from Europe and Asia to Africa showing steady growth. According to recent data, South Africa remains a top destination for leisure and business travelers from the UK, Europe, and the Middle East, with VFR traffic also contributing significantly to passenger volumes.
Travel professionals in the appointed markets can now book LIFT services through AirlinePros' sales teams, who will provide training, marketing support, and dedicated account management. The GSA will also participate in trade shows and roadshows to raise awareness of LIFT's product among travel intermediaries.
For more on how travel technology is reshaping distribution, see our analysis of AI agents reshaping travel industry dynamics. Meanwhile, broader demand trends are covered in our report on Southern Europe and North America leading summer 2026 travel demand.
