Johannesburg: Copywriter & Content Specialist – Luxury Hospitality Collection – Johannesburg | Lb posted by HotelJobs

About the Role

We are seeking a sharp, curious and highly skilled Copywriter and Content Specialist to join our Johannesburg support office of a proudly South African, family-owned luxury hospitality group. As a key member of our team, you will produce quality copy consistently across multiple formats and workstreams, working closely with our brand voice and tone guidelines. If you genuinely love the craft of writing and are passionate about conservation, South African heritage, and the luxury travel space, we want to hear from you.

Key Responsibilities

• Write and maintain AEO-optimised website copy across the group’s portfolio of properties
• Develop permanent authority sub-pages and FAQ-structured content designed to surface in AI answer engines and search features
• Write question-led, entity-rich content demonstrating specific knowledge of properties, wildlife, conservation and locations
• Refresh and update existing website copy to ensure ongoing accuracy and AEO alignment
• Produce copy for brochures, sales collateral, email campaigns, in-room materials and print advertising
• Write video scripts, YouTube descriptions and presentation content as required
• Draft press releases, award submissions and media-facing materials
• Produce internal communications and operational content as required
• Create well-researched, long-form blog posts across the portfolio covering wildlife, conservation, destinations, food, design and sustainability
• Maintain a regular cadence of trade communications including newsletters, property updates, offers and seasonal campaigns

Requirements

• 3 to 5 years’ professional copywriting experience with a strong, varied portfolio
• Demonstrated ability to write across multiple formats: digital, editorial, trade and print
• Proven experience writing website copy with a solid understanding of SEO principles
• Working knowledge of or genuine interest in AEO/GEO (Answer Engine Optimisation/Generative Engine Optimisation)
• Research capability – able to develop factually grounded, specific content on complex topics including conservation, ecology, geography and luxury travel
• Experience adapting tone and writing in different voices for different audiences and channels
• Familiarity with Google Analytics and Google Search Console
• Comfortable working within a CMS and managing website copy workflows
• Excellent command of British English with strong grammar, structure and editorial precision
• Familiarity with AI tools as drafting and research accelerants, while maintaining editorial quality

Qualifications

• Formal education/certifications not explicitly mentioned in the original job description.