Abstract: Vehicle entertainment systems can determine an entertainment preference of a passenger based on the interactions of the passenger with media devices on board the vehicle. The interactions can include how the passenger rates content, whether the passenger views the entirety of the content, or information regarding the passenger such as frequent flier data. The analysis to determine the preferences of the passenger are done without placing cookies on the passenger's devices and by components on board the vehicle. The analysis can include machine learning techniques that build trained models of passenger preferences. Additionally, the trained models can develop profiles for each passenger. At the end of the travel experience, the preferences of a passenger can be deleted such that a new passenger does not see content that was based on the prior passenger's preferences.