General Sales Agent (GSA) is a sales representative of a company in a specific region or country. The term is mainly used in the travel sector in relation to airlines, hotels, and car rental companies. Companies usually use a GSA in regions where the company itself does not have an office and opening one would not be cost-efficient. GSAs are responsible for any office and employee-related expenses. In exchange, the company they represent usually pays them a commission on all services sold in the region.
Companies also use GSAs because of the connections in the region they represent and the knowledge about that specific market. GSA’s responsibilities usually include sales calls, visiting clients, and participating in local trade shows.