Copywriter Executive

IAG Loyalty; Crawley; Hybrid; GBP 32,000 - 52,000; Full time

Job summary

British Airways Holidays, part of IAG Loyalty, is seeking a Copywriter Executive to craft engaging, accurate travel content across our digital channels. You will shape destination guides, hotel descriptions and campaigns, ensuring clear, customer-focused storytelling that aligns with brand and editorial standards.

You will collaborate with Marketing, Product and Digital Experience teams, apply SEO principles, and bring creative ideas to enhance content and user experience, including exploring

Qualifications

• Experience writing, editing and proofreading customer-facing digital content.
• Excellent writing skills with adaptable tone for different audiences and channels.
• Strong attention to detail and commitment to high-quality content.
• Good understanding of SEO principles and experience with content management systems.
• Strong research skills to turn complex information into clear content.
• Great organisational skills to manage multiple briefs and deadlines.
• Collaborative approach to work with different teams to deliver outcomes.
• Curious and creative mindset about how digital content and AI tools evolve.

Responsibilities

• Create engaging, customer-focused copy across digital channels (destinations, campaigns, partnerships, social media).
• Write, edit and publish accurate hotel and product descriptions to aid decisions.
• Bring BA Holidays brand to life through clear storytelling.
• Apply SEO and GEO best practices to content discoverability.
• Research destinations and products to ensure content is accurate and useful.
• Collaborate with Marketing, Product, Sourcing and Digital Experience teams to deliver campaigns.
• Review and proofread content to maintain editorial and brand standards.
• Manage multiple briefs and deadlines, ensuring timely delivery.
• Use customer insight and content performance to improve digital experiences.
• Suggest ideas to improve content processes and tools, including AI-assisted content.

Skills

Creative writing

Editing

SEO knowledge

CMS/web publishing

Research skills

Attention to detail

Team collaboration

Content strategy

Tools

CMS

Web analytics

Job description

Who we are

We’re IAG Loyalty – one organisation with two ambitious, growing divisions across Loyalty and Holidays. Each has its own goals, strategy and team, but together we’re united by a shared vision to create a more rewarding world of travel and experiences.

Our Loyalty division is home to Avios, the global loyalty currency, enabling millions of members to collect and spend rewards across travel, retail and financial services.

Our Holidays division, including British Airways Holidays and Iberia Vacaciones, brings together trusted brands, connecting customers to thousands of destinations worldwide through seamless, end-to-end travel experiences.

We’re on an exciting journey of growth and transformation – we’re going places.

The opportunity

We're looking for a creative, curious and detail-oriented Copywriter Executive to join our Digital Experience team at British Airways Holidays.

From inspiring customers to explore new destinations to helping them find the perfect hotel, the words we use play an important role in bringing holidays to life. You'll help shape those experiences, creating engaging, accurate and customer-focused content across our digital channels.

Working alongside colleagues across Content, Marketing, Product and Digital Experience, you'll have the opportunity to write for a variety of audiences and formats, from destination guides and inspiring campaigns to hotel descriptions and digital journeys.

This is a great opportunity for someone who loves writing, has a passion for travel and enjoys finding the right words to make complex information simple, engaging and useful.

What you'll be doing

• Creating engaging, customer-focused copy across our digital channels, including destination guides, inspirational content, campaigns, partnerships and social media.
• Writing, editing and publishing accurate, compelling hotel and product descriptions that help customers make confident holiday decisions.
• Bringing the British Airways Holidays brand to life through clear, consistent and engaging storytelling.
• Applying SEO and emerging GEO best practices to make our content more discoverable and relevant to customers.
• Researching destinations, products and customer needs to ensure content is accurate, useful and inspiring.
• Working closely with Marketing, Product, Sourcing and Digital Experience teams to bring briefs and campaigns to life.
• Reviewing and proofreading content to maintain high editorial, accessibility and brand standards.
• Managing multiple briefs and deadlines, ensuring content is delivered accurately and on time.
• Using customer insight, feedback and content performance to identify opportunities to improve digital experiences.
• Contributing ideas to improve content processes, tools and ways of working, including exploring how AI can support content creation.

What we need from you

• Experience writing, editing and proofreading customer-facing digital content, ideally within travel, ecommerce or a similar consumer-focused environment.
• Excellent writing skills, with the ability to adapt tone, style and messaging for different audiences and channels.
• Strong attention to detail and a commitment to producing accurate, high-quality content.
• A good understanding of SEO principles and experience using content management systems or web publishing tools.
• Strong research skills, with the ability to turn complex information into clear, engaging and accessible content.
• Great organisational skills, with the ability to manage multiple briefs, priorities and deadlines.
• A collaborative approach, with the confidence to ask questions, challenge unclear briefs and work with different teams to deliver the best outcomes.
• A curious and creative mindset, with an interest in how digital content, customer behaviour and emerging technologies are evolving.

Experience in travel copywriting, GEO, content analytics, accessibility or AI-assisted content tools would be a real advantage, but isn't essential.

We might not be right for you if…

• You prefer working through a defined to-do list or following a familiar approach. At IAG Loyalty, we focus on what matters most and flex how we get there, whether that's working independently or coming together to achieve the best outcomes.
• You feel most comfortable when expectations and ways of working are clearly mapped out. We give our people the trust and space to make decisions, take accountability and find their own way to deliver great outcomes.
• You prefer predictability and established ways of working. We move fast, try new things and learn and iterate as we go; our environment isn't right for everyone.
• You prefer focusing on the task. At IAG Loyalty, we take pride in what we do, think beyond our immediate responsibilities and consider the impact our decisions have on our customers, colleagues and the wider world around us.

The Blend

This role will work as part of our Holidays Division and is based out of our Crawley office.

We call our approach to hybrid working The Blend — it's about giving you the flexibility to choose where you do your best work, while staying connected with your team and the wider business.

This means you will be required to spend at least two days per week in the office, with the rest of the time working from home. You may also be required to work from one of our other office or partner locations, based on your role and 'to do' list.

Diversity and Inclusion

Our vision is to create a more rewarding world of travel and experiences. Delivering that requires diverse thinking and inclusive leadership. We are committed to building a workplace where people feel they belong and are valued for their perspective. Inclusion drives better decisions, stronger performance and more innovative outcomes. We actively encourage applications from people with different experiences and backgrounds, and are committed to ensuring our recruitment process is fair, inclusive and accessible.