Wanderlust Union is an award-winning luxury travel and hospitality PR agency headquartered in Sydney, representing global hotel groups, boutique resorts, destinations and culturally aligned lifestyle and design brands.

Established in 2015, the agency specialises in strategic public relations for the travel, tourism and hospitality sectors across Australia, New Zealand and key international markets. With over a decade of agency leadership — and more than 25 years’ industry experience through Founder and Director Sophie Baker — Wanderlust Union delivers senior-led, high-impact campaigns grounded in deep media relationships and global market understanding.

We are known for securing powerful earned media across leading consumer, trade and business publications, positioning brands with authority and relevance within the luxury landscape.

Our expertise spans:
• Luxury, boutique hotel and resort PR
• Destination and tourism communications
• Hospitality and experiential brand launches
• Executive profiling and thought leadership
• Lifestyle and design PR
• Strategic partnerships and culturally relevant collaborations
Luxury Travel PR
Hospitality PR
Hotel & Resort PR
Destination Marketing Communications
Tourism PR
Luxury Lifestyle PR
Design & Interiors PR
Property & Luxury Real Estate PR
Earned Media Strategy
Executive Profiling & Thought Leadership
Global Hotel Launch Strategy

Our approach integrates innovative 360° marketing strategies, best-in-class content and evocative storytelling to build long-term brand equity. We create campaigns that drive awareness, desirability and measurable commercial impact — not simply visibility.

Every client partnership is bespoke and personally led, ensuring strategic clarity, meticulous execution and enduring results.

Wanderlust Union exists to position brands intelligently within the global luxury travel and hospitality conversation — cultivating influence and lasting connection.

Luxury Travel & Hospitality PR | Sydney | Est. 2015

Wanderlust Union

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Wanderlust Union

Org chart

Teams

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