West Entertainment, a California-based specialist in inflight entertainment (IFE) content, has appointed Al St. Germain as its senior vice president, entertainment. He will partner with CEO Rick Warren and president Kate Groth to help drive growth, innovation, and performance.
As SVP, entertainment, St. Germain will work with West’s team as they build tailored entertainment packages for airline, cruise, and studio customers. He will also work to leverage his wide-reaching industry relationships to add to West’s customer base.
Al St. Germain has an extensive background in the airline customer experience sector, including 14 years in leadership at Spafax (2009 to 2023), where as executive vice president (EVP) of the USA market he oversaw IFE and media strategies and built relationships with some of the world’s biggest carriers.
His career also includes customer experience roles at United Airlines and Delta Air Lines, plus work in branding, marketing, content creation, advertising and licencing at companies including Spafax, Swank Motion Pictures, and Landor Associates.
West Entertainment says that Al St. Germain will bring a fresh perspective to the business, as well as knowledge of airline business needs, emerging technological trends, and an understanding of the interconnected global nature of the airline business, having worked with customers in more than 24 countries.
“I could not be happier that Al is joining our leadership team,” said Kate Groth, president of West Entertainment. “He knows our business inside and out and is a proven leader with an innovative, forward-thinking approach and strong market instincts. As we continue to redefine passenger engagement across the travel sector, Al’s vision and depth of experience make him the perfect fit to help drive West’s continued growth.”
