West Entertainment has launched WestDigital, an independent software and artificial intelligence business division. It has been created to serve airlines, rail, cruise operators and the travel ecosystem.
WestDigital is designed to help operators understand passenger behaviour, personalise the journey and turn real-time engagement into actionable intelligence and commercial value.
At the core of the portfolio is WestIQ, the company’s passenger intelligence and orchestration layer. WestIQ analyses a 50-signal vocabulary, including searches, browsing, skips, pauses and viewing habits, alongside journey context to capture passenger intent in real time.
That intelligence enables operators to serve the optimal next-best content, service, advertisement or commercial offer to individual passengers.
Additionally, passengers can search entertainment catalogues using natural language and receive context-aware recommendations for a more intuitive digital experience.
WestIQ is offered through three modular commercial packages tailored for airlines, OEMs and industry partners. Insights provides core passenger intelligence and analytics. Personalise delivers context-driven recommendations and tailored experiences. Monetise leverages passenger intent to power advertising, retail, destination services and ancillary commerce.
Designed to enhance rather than replace existing infrastructure, WestIQ integrates across current IFEC and digital platforms. It connects with specialised partners across retail, advertising, loyalty, mapping, destination services, and service recovery, establishing what WestDigital terms a Content-to-Commerce (C2C) chain.
Alongside the launch of WestIQ, the company is rebranding WeFly OTT, its infrastructure-agnostic, connectivity-enabled streaming platform as Stream by WestDigital. The portfolio enables operators to deliver an intelligent digital environment across seatback systems, personal electronic devices and high-speed connectivity.
Paul Barton, VP of AI and Digital Strategy at WestDigital, said: “WestIQ is about understanding passenger intent in real time. That same intelligence helps determine which experience, service, or commercial offer is most relevant to a passenger at any given moment.
“Most importantly, this is technology we can demonstrate today: WestIQ Live allows airlines and partners to see this intelligence in action and evaluate its application for their own fleets.”
Rick Warren, Managing Partner and CEO of West Entertainment, added: “WestDigital builds on our deep experience in the passenger journey and allows us to partner across the broader travel technology ecosystem.
“We have established an independent technology division that collaborates with airlines, OEMs, connectivity providers and tech partners industry-wide. Our goal is straightforward: help operators turn passenger engagement into intelligence and turn that intelligence into superior experiences and greater value on every journey.”
