APEX EXPO 2025: West Entertainment, ANA Formalize Multi-Year Partnership Promising Enhanced In-Flight Experiences

Originally published on APEX

All images via West Entertainment

West Entertainment and All Nippon Airways (ANA) have officially renewed their partnership in a multi-year agreement that promises to elevate in-flight entertainment for millions of passengers. The announcement took place during a ceremonial signing at APEX Global EXPO 2025 in Long Beach, California, marking a new phase in the collaboration between the global in-flight content provider and Japan’s largest airline.

A Renewed Commitment, Strategic Alignment

A formal ceremony was held at West Entertainment’s booth, showing the strong bond between the companies, which has become a model for airline-supplier cooperation. ANA was represented by Vice President of Product and Services Planning Toshiya Shimada; while Managing Partner and CEO Rick Warren, represented West Entertainment.

The expanded partnership will see West Entertainment work closely with ANA to deliver a curated and diverse in-flight entertainment portfolio. By applying advanced digital workflows and creative solutions, the collaboration is working to unlock new opportunities for passenger engagement. This highly tailored approach ensures content that reflects the varied interests of ANA’s global travelers and continues to enhance the airline’s award-winning onboard experience.

Personalization as the Core of the Passenger Journey

A defining theme of the partnership is personalization. Shimada emphasized that ANA is moving beyond the traditional model of simply offering a wide variety of content. Instead, the airline wants to use personalization to deliver a tailored experience that speaks to its unique passenger demographics

“Entertainment plays a very important role in terms of the customer experience,” Shimada said. “We would like to personalize all the content to meet the individual needs of each passenger. That is what we are focusing on, and West Entertainment is the vendor that can meet our requirements.”

This approach goes hand in hand with ANA’s ambition to differentiate itself from other Skytrax Five Star airlines. While its peers may also offer extensive catalogs of films and TV series, ANA intends to apply tools such as West IQ to analyze passenger viewing behavior and anticipate preferences. “In the near future, we are looking for the latest innovations that fit evolving customer needs,” Shimada explained.

For West, working with ANA represents an opportunity to refine its personalization tools with a partner known for exacting standards. “From our point of view, ANA is the gold standard,” Warren explained. “Everything about the airline, from the food to the service to the IFE, reflects meticulous care. That level of detail inspires us to deliver at the same standard.”

Yet technology is only part of the equation. ANA also emphasizes the cultural values that define its service.

Omotenashi and the Human Side of Innovation

Beyond technology, both companies emphasized that the partnership is rooted in shared values. For ANA, the concept of omotenashi is central. The Japanese principle of thoughtful hospitality goes beyond service transactions to encompass a spirit of genuine care.

“Omotenashi means that if one person makes a request, the other side responds with flexibility,” Shimada explained. This human-centered philosophy guides ANA’s in-flight service across the board, from cabin crew interactions to meal design. Applying it to IFE means ensuring that digital entertainment feels like a seamless extension of ANA’s brand of hospitality.

West Entertainment acknowledged the responsibility of aligning with such a philosophy. “The tools we are developing with ANA are designed to elevate the passenger experience on multiple levels,” Warren said. “It is not only about passenger-facing content, but also about making ANA’s IFE team more efficient. By automating manual tasks, we can free up resources to focus on strategy and the future.”

By linking efficiency with hospitality, the partnership embodies a model of innovation that feels practical as well as personal. It ensures that technological upgrades do not compromise the airline’s distinctive service culture but instead enhance it.

Looking Ahead: Setting New Standards for IFE

“The reason why we selected West is not only the company, but the people,” Shimada said. “They have done tremendous work, such as developing microsites and responding to our requirements with dedication and creativity. It is the people that make this partnership valuable.”

That emphasis on people mirrors ANA’s service philosophy and sets the tone for the future of the collaboration. Together, ANA and West are exploring next-generation initiatives such as integration with global streaming platforms, more advanced analytics for predictive personalization, and continued investment in seamless digital workflows.

By renewing with West, ANA is signaling its intent not just to keep pace but to lead. “Working with ANA elevates our own standards,” Warren said. “Their attention to detail and commitment to hospitality challenge us to innovate continuously. Together, we are shaping what the next era of in-flight entertainment looks like.”

For passengers, the outcome will be more engaging, personalized, and seamless entertainment experiences that complement ANA’s reputation for Five-Star service.