Latimer has been tasked to recruit homeworkers currently working within the industry to the franchise, which now boasts around 700 consultants.

Not Just Travel co-founder Paul Harrison said Latimer would oversee a change of approach.

“Up until now we’ve predominantly recruited and intensely trained the ‘man-off-the-street’ transforming them into successful travel consultants.

“Katrina is the perfect person to spearhead this new strategic approach because she understands the industry inside out and brings with her years of experience of having worked with both agents and suppliers.

“We feel highly privileged that Katrina has come on board – we appreciate that she had several choices in the past few weeks,” said Harrison. “Being so well-respected in the industry, she comes with a huge amount of authority and credibility.”

Latimer has spent 25 years in the industry, having started her career at ILG. She spent 14 years at First Choice, followed by seven years with Tui.

She said: “I am very excited to join a company that offers such huge untapped potential. It’s still young, yet it has achieved so much and I’d like to be part of that more strategic growth.

“One thing we can all learn from the Thomas Cook demise is that a job is not a guarantee of security. The landscape has changed and it’s going to be in a state of flux for years to come.

“Increasingly, the only way to take control of your career and create the lifestyle you want is to work for yourself. With the depth of knowledge that agents out there have, married with the support and training that Not Just Travel offers, setting up on their own is a step that I think many agents should consider.”