West Entertainment has launched WestDigital, an independent software and artificial intelligence business division that serves airlines, rail, cruise operators, and the broader travel ecosystem.
Built by the team behind West Entertainment, 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 WestDigital portfolio is WestIQ, a passenger intelligence and orchestration system. WestIQ analyses a 50-signal vocabulary, including searches, browsing, skips, pauses, and viewing habits, alongside journey context to capture passenger intent in real time.
This intelligence enables operators to serve the optimal next-best content, service, advertisement, or commercial offer to individual passengers. Passengers can also 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, while Personalise delivers context-driven recommendations and tailored experiences, and Monetise leverages passenger intent to power advertising, retail, destination services, and ancillary commerce.
WestDigital says that WestIQ can be integrated across existing IFEC and digital platforms to connect with partners across retail, advertising, loyalty, mapping, destination services, and service recovery, establishing a ‘Content-to-Commerce’ (C2C) chain.
Alongside the launch of WestIQ, the company is relaunching its infrastructure-agnostic, connectivity-enabled streaming platform as ‘Stream by WestDigital’ (formerly WeFly OTT), as well as StreamIQ, which embeds WestIQ intelligence directly into a streaming platform. Together, the systems enable operators to deliver an intelligent digital environment across seatback systems, personal electronic devices, and inflight connectivity.
“WestIQ is about understanding passenger intent in real time,” said Paul Barton, VP of AI and digital strategy at WestDigital. “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.”
