Job Description

About Us

At Travel Counsellors, our customers, communities, and colleagues are at the heart of everything we do. For over 30 years, we've empowered 2,100+ independent travel agents worldwide, helping them build successful businesses while providing deeply personal, human connections with their customers. Supported by a talented team of over 400 people in our Support Offices, we create unique travel experiences that keep customers coming back. Named the Best Place to Work in Travel (2022) and ranked in the Sunday Times Best Places to Work (2023 & 2024), we're expanding rapidly and looking for exceptional individuals to join our Head Office team.

Role Description

As a Copywriter at Travel Counsellors, you will craft compelling, engaging, and conversion-focused copy across multiple platforms. Your work will bring to life the premium, highly personalised travel experiences we offer, while also communicating the unique value of joining Travel Counsellors as a franchisee and highlighting the strength of our corporate travel proposition. With experience in travel--preferably luxury or premium--you will create content for our website, blogs, external partners, and digital channels, while also applying UX and conversion copywriting techniques to optimise user journeys. You will be a guardian of our brand voice and tone, ensuring consistency across all content and customer touchpoints--spanning leisure customers, prospective franchisees, and corporate clients.

Principle Accountabilities

Elevating the Travel Counsellors brand through content


Work with key stakeholders across leisure, recruitment, and corporate to deliver effective and engaging copy that supports marketing and commercial objectives.

Brand Storytelling & Content Creation

Craft persuasive and inspiring copy for Travel Counsellors' websites, blogs, and digital platforms across leisure, recruitment, and corporate channels. Develop high-quality, engaging content that resonates with affluent leisure travellers, prospective franchisees, and business decision-makers. Write for a variety of formats including long-form editorial, recruitment landing pages, B2B case studies, short-form marketing copy, social media, and video scripts. Create emotionally resonant stories that showcase the lives and successes of our Travel Counsellors, helping to drive franchisee recruitment. Collaborate with internal teams to produce compelling branded storytelling, including customer stories, counsellor spotlights, and thought leadership for business travel. Act as a guardian of Travel Counsellors' brand voice and tone, adapting style to suit leisure, recruitment, and corporate audiences while maintaining brand consistency.

UX & Conversion Copywriting

Optimise web copy for user experience and conversion across all key journeys: holiday bookings, recruitment sign-ups, and corporate enquiries. Develop persuasive landing pages, CTAs, lead magnets, and digital ads that drive engagement, leads, and bookings. Use A/B testing and analytics insights to refine messaging and maximise performance. Ensure all customer and prospect touchpoints--email, social, web--are aligned with brand voice, user needs, and commercial objectives.

External Partnerships & Content Collaborations

Support partner marketing initiatives with well-crafted, brand-aligned copy, across leisure and corporate collaborations. Work closely with external travel brands, hotels, and B2B partners to develop co-branded and co-marketed content. Adapt tone and content style for different audiences and industries, ensuring seamless integration with partner messaging.

SEO & Performance-Driven Copy

Write SEO-friendly content that enhances organic search rankings and drives traffic across all pillars--leisure, recruitment, and corporate. Stay updated with best practices in keyword optimisation, metadata, and content structuring. Work with digital and performance teams to ensure content strategy aligns with broader business and acquisition goals.

AI-Enabled Content Creation

Utilise AI tools to enhance efficiency and scale content output across recruitment, leisure, and corporate content streams while maintaining high-quality standards. Stay ahead of emerging AI trends and integrate them effectively into the content workflow. Ensure AI-generated content reflects brand guidelines, adapts for audience needs, and supports strategic messaging.

Skills & Experience needed:

Proven experience in travel copywriting, ideally within luxury or premium travel and/or recruitment or B2B environments. Strong understanding of UX and conversion copy techniques. Ability to write in an engaging and persuasive tone, adapting style for leisure customers, prospective franchisees, and corporate clients. Knowledge of SEO principles and digital performance metrics. Experience collaborating with cross-functional teams including marketing, digital, and design to deliver high-impact content. Ability to balance creativity with commercial objectives, delivering copy that drives measurable business outcomes. Excellent organisational skills, with the ability to manage multiple projects and deadlines simultaneously. Experience leveraging AI tools and platforms to support content production and scale. Degree-level qualification in English, Journalism, Marketing, or a related field. Minimum 3-5 years of experience in copywriting, preferably in travel, luxury, or premium brands. Experience with content management systems, marketing automation tools, and analytics platforms is a plus.

Our Benefits

Competitive salary + annual bonus scheme Flexible hybrid working Career development opportunities 25 days holiday (increasing to 28 after 5 years) Enhanced Maternity/Paternity pay 1 day paid charity day Company events and incentives 3x salary death in service benefit Pension scheme Private Medical Insurance or Healthcare Cash Plan Free breakfast and beverages

Inclusive Recruitment at Travel Counsellors

Travel Counsellors is an equal opportunity employer committed to diversity and inclusion. We welcome applicants from all backgrounds and do not discriminate based on race, gender, disability, or any protected characteristic. We provide accommodations for individuals with disabilities throughout the hiring process. We believe diverse perspectives strengthen our team and encourage all to apply.


For more information about this role - and others - at Travel Counsellors, please do not hesitate to contact the Talent Acquisition team at talentacquisition@travelcounsellors.com