LUXURY TRAVEL & LIFESTYLE PR specialists.
Wanderlust Union is an award-winning, founder-led luxury PR agency based in Sydney, specialising in luxury travel, lifestyle, hospitality and design communications. Unlike larger agencies, every client benefits from the direct expertise of founder Sophie Baker, who personally leads strategy, storytelling and media relations on every account – a rare and valuable point of difference. With a proven track record representing world-renowned brands such as The Peninsula Hotels and Australia’s most celebrated boutique properties, Wanderlust Union delivers tailored PR campaigns that build prestige, drive awareness and create lasting impact.
The genesis of our story – the reason we exist – can be refined to a simple maxim. We are here to serve your brand. To make you relevant. To leverage your market positioning with intelligent, compelling strategies, the kind that ensure you’re perceived in the best possible way, on the most relevant platforms. We want you to be clever. Ingenious. We want to cultivate genuine, lasting connections between you and the stakeholders that matter.
“It’s all about one thing:
creative problem-solving to get the story out.”
Sophie Baker
Founder & Director
To forge a deep emotional connection with audiences, brands need to work harder. They need to be leaner and more imaginative, able to respond nimbly to a frenetic and ultra-fragmented market. They need to be leaders.
Sophie Baker knows this. For 20 years she’s been generating solution-driven brand experiences and PR strategies that ensure her clients remain ahead – taking campaigns as far as the Cannes Lions Awards. She’s worked closely with luxury brands, destinations and major media outlets, from Halcyon House, Hamilton Island and qualia resort, Audi, Charles Heidsieck and Piper Heidsieck Champagne, Bombay Sapphire to Harper’s BAZAAR and CHANEL. In 2014, at the travel industry’s prestigious HM Awards, Sophie was deemed Australia’s Best Communications Associate and won Best Marketing Campaign. In 2015 she won CommsCon PR Professional of the Year, having forged landmark partnerships with Tencent Weibo and Net-a-Porter, as well as pioneering Australia’s Instameet phenomenon with a swathe of digital influencers. In 2025, Sophie was a finalist in Travel Weekly’s Women in Travel Awards for PR Professional of the Year.
In 2015, Sophie founded Wanderlust Union – a boutique, founder-led agency dedicated to luxury travel, lifestyle and hospitality. In 2025, the agency celebrated its 10th anniversary, marking a decade of shaping the way Australians and international travellers experience luxury. Today, Wanderlust Union stands as one of Sydney’s leading luxury travel PR and communications agencies, representing globally renowned brands such as The Peninsula Hotels, as well as homegrown icons like Halcyon House and a collection of Australia’s most celebrated boutique hotels.
Over the past decade, Wanderlust Union has championed creativity, connection and storytelling, delivering award-winning campaigns and forging enduring partnerships. Its 10-year milestone not only reflects the agency’s growth and reputation but also its role in setting the benchmark for luxury travel communications in Australia and beyond.
Baker is a masterful communicator and the agency’s chief strategist. At Wanderlust Union, she works personally with every client. It’s a bespoke and tailored service, just the way it should be.
Wanderlust Union Founder & Director, Sophie Baker
