The Aviation Commercial Talent Crunch: Why Experienced Talent Is Harder to Find

Behind every successful airline is a team of experienced commercial professionals making strategic decisions that drive growth, profitability and long-term success.

From network strategy and revenue optimisation to sales, marketing and commercial partnerships, these teams play a critical role in an airline's success. Yet while much of the industry's attention has rightly focused on pilot shortages and engineering skills gaps, another challenge is becoming increasingly apparent: attracting and retaining experienced aviation commercial talent.

As airlines continue to grow, competition for professionals across revenue management, network planning, sales, marketing, business development and commercial leadership has intensified. At the same time, the pool of candidates with the right blend of aviation expertise and commercial experience remains relatively small.

The result is an increasingly competitive hiring market where securing the right people requires far more than advertising a vacancy. Commercial recruitment has become a strategic priority for airlines and aviation businesses looking to attract and retain the aviation commercial talent needed to maintain growth and remain competitive.

Why is aviation commercial talent becoming harder to find?

Commercial expertise in aviation isn't developed overnight. The most sought-after professionals combine strong commercial acumen with an in-depth understanding of airline economics, network strategy, passenger behaviour and the operational realities of aviation. That experience takes years to build, making the available talent pool relatively limited.

At the same time, demand continues to increase.

Airlines are expanding networks, reopening routes, optimising revenue streams, strengthening customer propositions and exploring new commercial partnerships. Each of these initiatives requires experienced professionals who can make informed strategic decisions and deliver measurable commercial performance.

Several factors are contributing to today's talent crunch, including:

·       Increased competition between airlines and aviation businesses

·       Network expansion and new route launches

·       Greater focus on ancillary revenue and commercial optimisation

·       Airline growth and network expansion

·       A relatively small pool of experienced aviation commercial professionals

·       Greater competition for experienced professionals

For employers, this means recruitment has become more proactive than reactive. Waiting for the right candidate to apply is rarely enough when competition for aviation commercial talent is so intense.

Which commercial aviation roles are most in demand?

The demand isn't limited to one role or department. Airlines are looking for experienced professionals who can drive revenue, strengthen customer propositions, optimise network performance and support long-term commercial growth. That demand spans commercial functions including revenue management, network planning, sales, marketing, digital, partnerships and business development.

As airlines continue to grow, optimise profitability and strengthen their competitive position, experienced commercial talent has become one of the industry's most valuable assets.

Salary is only part of the picture

Offering a competitive salary remains important, but it's rarely the deciding factor for experienced aviation commercial talent.

Today's professionals are looking at the complete employment proposition, including:

·       Career progression

·       Leadership and management

·       Flexible or hybrid working

·       Company culture

·       Learning and development opportunities

·       Strategic influence within the organisation

·       International exposure

·       Long-term stability

Organisations with a clearly defined Employee Value Proposition (EVP) are often better positioned to attract and retain high-quality candidates because they communicate not only what the role offers, but what it's like to build a long-term career within the business.

Recruitment processes matter more than ever

Another trend we're seeing is that experienced commercial professionals are spending less time on the market.

The strongest candidates are often engaged in several recruitment processes simultaneously. Delays in scheduling interviews, providing feedback or making decisions can quickly result in employers losing candidates to competitors.

An efficient recruitment process sends a positive message about the organisation. It demonstrates professionalism, decisiveness and respect for the candidate's time, all of which contribute to a stronger employer brand.

Working with aviation recruitment specialists helps employers access passive candidates who may not be actively searching but are open to the right opportunity.

Market insight is becoming a competitive advantage

Understanding what candidates expect has become just as important as understanding what the business needs.

Salary expectations, benefits, flexible working, career priorities and retention drivers continue to evolve, and organisations that base hiring decisions on current market intelligence are often better placed to secure the strongest talent.

To help employers benchmark against industry trends, AeroProfessional will soon be launching our Aviation Management Salary Report.

The report explores salary trends, benefits, hiring priorities and what aviation professionals value most when considering a new role, providing practical insight to support both recruitment and retention strategies.

If you'd like to receive a copy when it's published, you can register your interest and we'll send it to you as soon as it's released.

Building commercial teams for long-term success

Competition for aviation commercial talent isn't likely to ease in the near future.

As airlines continue to invest in growth, customer experience and commercial performance, experienced professionals will remain in high demand. Organisations that understand the market, move efficiently and present a compelling opportunity will be best placed to secure the talent they need.

At AeroProfessional, we support airlines and aviation businesses in recruiting experienced commercial professionals across sales, marketing, revenue management, network planning, business development and wider commercial leadership roles.

Whether you're recruiting for a key appointment or building an entire commercial function, get in touch with our team to discuss how we can help you attract the right talent.