The former head of Virgin Atlantic’s digital marketing and CRM strategy has joined Hotelplan.

Hamish Rickman becomes as marketing and guest experience director for the parent company of Inghams, Esprit, Ski Total and Santa’s Lapland.

He spent 11 years at Virgin Atlantic, responsible for overseeing the development of the brand.

Hotelplan chief executive, Paul Carter, said: “We are delighted to welcome Hamish to our team, to focus on improving even further our guests’ experience both in the booking process and in resort, together with futureproofing our marketing activity.

“Ensuring we exceed guests’ and agents’ expectations is at the heart of what he will do.”

Rickman said: “I am thrilled to be working with such exciting brands, and look forward to working closely with the trade to enhance our guests’ experiences.”