We’ve had the pleasure of working with Sophie and Wanderlust Union for over a decade, before the doors to Halcyon House even opened, and this partnership has been instrumental in shaping Halcyon House’s brand in the luxury travel and lifestyle space. From the start, their boutique, insight-led approach has combined creative storytelling with high-impact earned media campaigns tailored to our unique positioning. Sophie’s hands-on involvement ensures senior expertise on a day-to-day basis, fast decision-making, and a genuinely personalised relationship that goes beyond what you’d get from a larger agency. Over the years, Wanderlust Union’s campaigns have delivered outstanding national and international coverage, award wins, and unique & high profile strategic partnerships—keeping our brand top of mind for media, guests, and the industry alike. Wanderlust Union's commitment, creativity, and deep understanding of our vision make them an invaluable partner for any luxury hospitality brand.

Elisha Bickle
co-owner  and Director of Halcyon House

Having worked extensively with providers of Public Relations, Marketing and Brand Positioning services in the past, we can say without question that working with Sophie Baker and her team at Wanderlust Union has been an outstanding journey from pre-launch onwards. We hold utmost confidence in Sophie and her team’s ability, having experienced her development of an entire market analysis and positioning plan through to the delivery of an impressive launch and public relations strategy.

Sophie’s impressive credentials speak for themselves. However, it is her connections within the luxury travel and leisure sector globally that allow cleverly constructed and controlled media releases, campaigns, and social media management to be delivered with the true soul of the underlying brand at the forefront, capturing the essence of our intended positioning each time. Importantly with any product that is global or intended to be pitched internationally, it must also be delivered authentically in its local market – a point we are particularly happy with Wanderlust Union’s direction.

David Evans
General Manager, Wilvest (owners of The House at Lizard Island)

Working with Sophie Baker and Wanderlust Union on the launch of Basq House Byron Bay was one of the most thoughtful and results-driven PR experiences we’ve had. From day one, we had direct access to Sophie — a rarity in today’s agency landscape — and the benefit of her 25+ years of experience and deep media relationships. The campaign was highly personalised, strategically led, and delivered exceptional domestic and international earned media coverage — carefully targeted for quality over quantity - across luxury, lifestyle, and travel publications.

Importantly, the earned media didn’t just look good — it had genuine impact. We saw a meaningful impact on bookings, and it significantly bolstered brand awareness and long-term brand equity during a critical launch period. We wouldn’t hesitate to work with Sophie and Wanderlust Union again. They’re a rare agency that combines senior strategic thinking with creative execution — and they truly care.

David Jones
Partner, Jeremy & Jones, Hotel Operators of Basq House Byron Bay

Collaborating with Sophie and Wanderlust Union on ThirdHome’s Australian launch was a benchmark in strategic communications. From day one, Sophie and her team felt like an extension of our team — proactive, responsive, and completely immersed in our brand.

Sophie has become a trusted advisor, with an exceptional understanding of the media landscape and how to deliver meaningful results. Wanderlust Union’s focus is not on volume, but on quality — securing coverage in the titles that matter most to our brand and our audience. Each placement was thoughtfully secured, perfectly aligned, and highly impactful.

Sophie and her team’s relationships across the luxury travel, hotel, and property sectors are second to none. When Sophie pitches a story, media listen — because she brings them ideas that are timely, well-crafted, and on-brand. The coverage we received was not only best-in-class, but instrumental in establishing our presence in the market.

Sophie leaves no stone unturned, always goes above and beyond, and brings exceptional attention to detail to every stage of the process. If you’re looking for an agency to represent your brand in a way like no other — look no further. Wanderlust Union is the only choice. Sophie is an absolute joy to work with, and I would recommend her without hesitation.

Laura Jade Johnson
Managing Director APAC, ThirdHome

We have been working with Sophie since 2018 and we have always been impressed by her professionalism, her creative ideas and her network of connections. The things that stand out for us most about the Wanderlust Union team is the way that everything they do is executed with pure sophistication and style. Projects are creatively curated; they pursue only the highest quality opportunities, and they completely understand our brand. Sophie and her team are an absolute dream to work with and we wish we could find a Wanderlust Union in all our markets where we do PR!

Laura Bardell
Global Head of PR, The Thinking Traveller

Sophie and the Wanderlust team embody the integrity and skill that defines strong PR leadership. The team consistently impresses with their diligence, proactivity and dedication to delivering the best results. I value their opinion and recommendations, and most importantly honesty, which showcase their expertise and commitment to doing, not just what we think we want, but what will actually create success.

Georgina Chao
Brand Manager, Grey Goose

When asking around for a PR company that could assist us opening Yamba’s first Boutique Hotel. Industry colleagues steered us to Wanderlust Union. And what a great decision it has been and continues to be.With 30 year’s experience opening and managing luxury resorts I can honestly say Sophie and her team have gone over and above in delivering precisely what was planned. We have enjoyed amazing exposure in nearly all major publications; travel, lifestyle, inflight and even the Financial Times of London. There is no doubt Sophie Baker leads a team of consummate professionals and is one of the most highly regarded in her field, which is confirmed by each writer and editor that has visited The Surf.

Garry Snodgrass
General Manager, The Surf Yamba

Sophie has been a pleasure to work with on the Mr & Mrs Smith PR account in Australia. She brings thoughtful attention to detail to everything she does and has delivered some very impressive press and influencer events for the brand. Her tastemaker contacts reach beyond Australia and the partnerships she has set up for us have played a big part in the significant growth of our global community of digital and social media influencers.

Elizabeth Rhodes
Global Head of PR, Mr & Mrs Smith

We have been exceedingly happy with Wanderlust Union’s approach to the marketing of our business and have been thrilled with the media outlets they have reached with our brand. The ensuing coverage across a wide range of media platforms was beyond our expectation. Sophie has wonderful connections and thinks outside of the square when pitching her clients to the media and other influencers. We refer Sophie Baker with great confidence and know that she will always go above and beyond to achieve excellent results for her clients.

Sam Spiro
Director, Anna Spiro Textiles

I had the pleasure of working closely with Sophie Baker over a three-year period at Hamilton Island. During this time, Sophie consistently demonstrated a deep understanding of the luxury travel sector, combined with a sharp strategic mind and an innate sense for brand alignment. Sophie’s experience in the high-end market is extensive. At Wanderlust Union, she has built a strong reputation for delivering tailored, high-impact PR campaigns that speak directly to discerning audiences. Her approach is polished, precise, and always aligned with brand values. Her relationships across media, trade, and luxury networks are second to none. Her industry reputation is impeccable. She brings professionalism and integrity to every engagement. Sophie operates with confidence and clarity, always putting the brand’s reputation and strategic objectives first. I have full confidence in Sophie, she understands luxury, lives its standards, and consistently delivers results that elevate brand perception and market position.

Kathryn O’Brien
General Manager Australia, Air New Zealand