Williams joins the group from Celebrity Cruises where she was head of brand planning and content.

She will oversee Hotelplan’s brand marketing team across its Inghams, Esprit Ski and Ski Total brands.

Williams has previously held senior marketing roles at Crystal, Sunsail and Skiworld.

She will report to Hamish Rickman, Hotelplan marketing and guest experience director.

“Anne’s market knowledge, coupled with her strong brand planning and digital experience, mean she is the ideal candidate as we continue to drive our marketing forward, with greater focus on performance and customer engagement,” said Rickman.

Williams replaces Louise Newton, who will leave Hotelplan at the end of the month. She will be retained by the company though after launching her own PR and content consultancy.

Meanwhile, Frankie Gibson has been promoted to the newly created role of PR manager and will report to Williams.

Gibson, who has worked overseas and latterly as a PR executive for Inghams, will take on responsibility for all Hotelplan brand PR.