Pigot, who began her career in travel with Virgin and Abercrombie & Kent, moved to sports travel in 2011 on the official travel programmes for the Mike Burton Group.

Specialist operator Inside Asia then appointed Pigot to head up its 2019 Rugby World Cup programme where she oversaw the movement of more than 3,000 travellers from the UK to Japan.

Welcoming Louise, MSG director Kevin Smith said: "We identified that customer experience was the single most important element of our business moving forward and have created this new role to encompass both the post-sale experience as well as the operational delivery of our programmes.

"We’re absolutely delighted to have her and excited about what she will bring to our growing business."

Pigot will join the senior management team, be responsible for setting up a new satellite office space in Gloucestershire and will begin recruiting her team ahead of 2023.

Pigot added: "I’m delighted to have joined the team at MSG Tours and can’t wait to get started. To be back in sport and working in an official capacity on Rugby World Cup 2023 is a dream for me.

"I am passionate about customer service and exceptional operational delivery, so this is the perfect role for me. I can’t wait to get started."