The Asia specialist operator said Baptiste was a “key hire” to its digital and product innovation team and had a “proven track record” of success working within retail and e-commerce organisations including eBay and Quidco.

In her new role Baptiste will be tasked with driving development and defining digital product and marketing strategy across Wendy Wu’s portfolio of escorted touring, tailor-made and specialist group travel.

Baptiste said: “I am truly excited to be joining Wendy Wu. The growth of the company has been tremendous and I will continue by leading our technological advancements to build value for our customers.

“Wendy Wu is on a clear trajectory to transform the way we travel in Asia. I’m thrilled to be part of a team that’s leading the way and look forward to bringing our clients and agents with us on the journey.”

Joe Karbo, Wendy Wu group chief executive, said: “We are thrilled to bring Emily onboard and to add her expertise to Wendy Wu. We look forward to Emily’s contribution in developing and expanding our digital product offering while simultaneously ensuring that client success is at our core.”