A recent IATA survey indicates that 37% of ground handling professionals expect the staffing shortages to continue, even as the aviation industry shows signs of post-Covid recovery. Despite the rebound in air travel, these shortages remain a pressing issue for the sector.

At the same time, employers are facing new challenges as today’s workforce increasingly values work that goes beyond a simple paycheck. Workers are now seeking roles that offer meaning and additional value, prompting companies to rethink their strategies. In this context, Andrea Heng and Hairianto Diman explore how organizations can implement a people-first approach while still meeting operational demands, drawing insights from Maggie Wong, Chief Operating Officer of Hong Kong Airport Services.