Bissert (pictured) has been a regular user of BDRC research in her 13-year career. She said: “Consumer insight is only as valuable as the business and marketing decisions that follow from it, and I’m looking forward to supporting hotel operators in navigating through these challenging times.”

Matt Costin, BDRC’s director of hotels and hospitality, said: “Jude will offer a new dimension to our team and more importantly, to our clients.

“She brings the credibility that comes from having marketed one of the world’s most successful brands and has first-hand experience of the challenges that major organisations face as they go through periods of significant change.”