Shona heads Cogent Blue, a hospitality-sector commercial consultancy. With more than 20 year’s industry experience, Shona advises on a wide range of projects from commercial strategy to structure review as well as system optimisation, process improvement and training. She has extensive experience of helping her clients realise their commercial potential and works with diverse businesses, within the sector, including: independent hotels, small groups, hotel management companies, owners, investors and global brands. Together with her growing team of industry experts, Shona delivers consultancy and project management services throughout the UK, Europe and beyond. Prior to founding Cogent Blue, in 2009, Shona held a number of senior roles with IHG, Travelodge, Hilton and QMH.