Sofitel Sydney Wentworth Partners With Mason Balzac for FESTIVE SEASON

Wanderlust Union client, Sofitel Sydney Wentworth, has launched its new festive collaboration with design house Maison Balzac.

This season, the hotel has transformed into a candlelit Christmas setting featuring a Maison Balzac tree styled by Elise Balzac, adorned with the brand’s cult Pomponette coupes and velvet bows crafted by celebrated Sydney florist Dr Cooper.

Maison Balzac’s signature décor brings a chic design to the lobby, balancing sculptural design with warm, seasonal charm.

The festive program also includes a nightly Candle & Light Ceremony, a nod to French Christmas customs, linking Sydney with Paris, the City of Light. Guests are invited to Club Millésime to experience the ‘Thirteen Desserts’, a selection of sweet treats inspired by Elise’s childhood in the South of France. Featuring citrus, spice, chocolate, nougat and other classic flavours, the offering celebrates the generosity and conviviality of French festive gatherings.

For a more immersive moment, guests can book the Candle Room Experience, where rooms are softly illuminated by hundreds of candles and paired with music from a Devialet speaker. The experience includes a bottle of Pommery Champagne, a Sofitel Candle and a Maison Balzac ‘Everything Plate’ to take home.

This collaboration was dreamt up by Wanderlust Union and highlights creativity and craftsmanship, along with offering guests a sensory-led festive experience in the heart of Sydney.

The Peninsula Hotels Unveils Its 2025 Festive Film: The Search for Santa

Wanderlust Union client The Peninsula Hotels has unveiled its highly anticipated 2025 Festive Film, The Search for Santa.

Following the remarkable success of last year’s debut film, Santa & The Peninsula London Save Christmas, this year’s production once again celebrates the magic, warmth, and sense of wonder that define the festive season at The Peninsula.

Shot at and premiered at The Peninsula London, The Search for Santa tells a charming story through the eyes of a young girl determined to track down Santa, enlisting the help of one of the iconic Peninsula Pages. Together, the pair embark on a whimsical and heartwarming adventure through the hotel.

The film was beautifully brought to life with support from Valentino, Harvey Nichols, Trotters Childrenswear & Accessories Limited, and Huntsman, with special scenes filmed at London’s historic Wellington Arch.

The release of The Search for Santa is part of The Peninsula’s wider celebration of festive traditions across its global properties. This year’s experiences include everything from rooftop ice-skating at The Peninsula Chicago, to a Toy Hospital at The Peninsula Tokyo, to classic Christmas film screenings at The Peninsula London.

With another beautifully crafted film, The Peninsula continues to set the benchmark for thoughtful, story-driven holiday experiences.

You can view the full video at the link below.

https://lnkd.in/gFrQ437W

Wanderlust Writes: The Why-Cation

In a world where our calendars fill faster than our suitcases, the rise of the “why-cation” signals a meaningful shift in the way we travel. More than a holiday, a why-cation is an intentional pause, a journey taken with purpose rather than escape at its core, and it invites travellers to consider not just where they want to go, but why they feel called to go there.

At Wanderlust Union, we’ve watched luxury travellers increasingly choose destinations that align with their deeper motivations, seeking clarity, recalibration, creativity or connection - and the most memorable journeys begin when the purpose is defined before the plane even leaves the ground.

The art of the why-cation lives in this thoughtful alignment between inner yearning and outer experience, whether that means retreating to a remote sanctuary to rest after a demanding season, exploring a cultural destination that reignites curiosity, or spending uninterrupted time by the ocean to spark new ideas. Luxury, in this context, becomes less about opulence and more about spaciousness: the luxury of time, the luxury of stillness, the luxury of being somewhere that feels exactly right for the moment you’re in.

This purpose-led approach also transforms the way travellers tell their stories. Journeys anchored in “why” naturally yield richer narratives, ones shaped by introspection, emotional discovery and personal evolution, rather than a checklist of sights. A why-cation creates the kind of storytelling that resonates: authentic, textured, and deeply human, capturing not just what was seen, but how the experience changed the traveller in subtle, lasting ways.

As travellers re-evaluate the role of travel in their wellbeing, the why-cation stands as a gentle rebellion against rushed itineraries and mindless movement, replacing them with experiences designed to nourish the self with intention. The result is a journey that lingers long after the return flight touches down, because it was never simply about leaving, but about understanding yourself more deeply in the process.

Sofitel Sydney Wentworth unveils the Pretty Woman Oh-La-La-La Lift Experience

Wanderlust Union is delighted to share the latest activation from Sofitel Sydney Wentworth, which has partnered with Pretty Woman: The Musical as the official luxury hotel partner in Sydney. Bringing one of cinema’s most beloved love stories to life with Parisian flair, timeless elegance, and a touch of theatre, the collaboration celebrates romance and cinematic glamour in true Sofitel style.

Running from 5 November to 5 December 2025, the Pretty Woman Oh-La-La-La Lift Experience transforms Sofitel Sydney Wentworth’s iconic hotel elevator into a moment of movie magic. Complete with an elegant bellboy, velvet chaise lounge, and the film’s unforgettable quote, “Well, colour me happy, there’s a sofa for two in here”, the experience pays homage to the golden age of hospitality and invites guests to step into their own Pretty Woman moment.

Every Friday and Saturday from 3 pm to 5 pm, in-house guests and visitors will be greeted with a glass of bubbles and a signature Pretty Woman rose. The celebration continues throughout the hotel’s venues, including Wentworth Bar, bar tilda, and Delta Rue, where a series of Pretty Woman-inspired cocktails and dining offers will be available. Guests can indulge in the Strawberry Yuzu Spritz, the theatrical share-style cocktail for four, or the Strawberry Vodka Gimlet featuring HM Vodka, strawberry, finger lime, and lavender bitters.

For those seeking a fully immersive experience, the Pretty Woman Accommodation Package offers two tickets to Pretty Woman: The Musical at Theatre Royal Sydney, a Pretty Woman-inspired strawberry macaron with a bottle of bubbles, and breakfast for two at Delta Rue. Guests may also elevate their stay with optional experiences such as the in-room caviar service or an exclusive Fairfax & Roberts Private Jewellery Experience, complete with Champagne on arrival and a personal consultation.

Whether visiting for a staycation, a cocktail, or simply to relive a moment of Hollywood romance, Sofitel Sydney Wentworth invites Sydneysiders and visitors to rediscover the glamour of grand hotels and the timeless allure of Pretty Woman.

The Peninsula Hotels Sydney Media Dinner 2025

This evening, Wanderlust Union client The Peninsula Hotels hosted luxury, lifestyle, and travel media in Sydney for a festive dinner at Ursula’s in Paddington, celebrating the year past and looking forward to what is next.

The evening provided a warm and elegant setting, reflecting on the year’s achievements and exploring exciting initiatives and experiences planned for both media and The Peninsula Hotels in the year ahead.

Guests enjoyed a menu curated by Phil Wood, owner and chef at Ursula’s, showcasing his signature approach to seasonal and refined cuisine.

Beyond the exceptional dining, the dinner offered the perfect opportunity to reconnect face-to-face with media partners who continue to support and share the Peninsula story. Thoughtful touches throughout the evening, including the presence of the iconic Peninsula page boys, who welcomed guests in true Peninsula style, reflected the brand’s signature elegance, creating a memorable and intimate experience for all.

On behalf of The Peninsula Hotels, thank you to everyone who attended. We appreciate the ongoing support of their media partners in Australia, and look forward to continuing these great relationships into 2026.

Wanderlust Union founder and director, Sophie Baker, named finalist in The 2025 Travel Weekly Woman in Travel Awards

We’re incredibly proud to share that our founder and director, Sophie Baker, has been named a finalist in the 2025 Travel Weekly Women in Travel Awards for PR Professional of the Year.

As Wanderlust Union proudly marks ten years in business, this recognition is a meaningful reflection of Sophie’s vision and leadership, a decade dedicated to creativity, strategy and storytelling across the worlds of luxury travel, lifestyle and hospitality communications.

Sophie continues to shape Wanderlust Union’s distinctive approach to luxury travel PR and brand communications, celebrating the people and places that make travel truly extraordinary.

We also extend our warmest congratulations to all the finalists, including Jill Collins and Amanda Bolger, whose talent and leadership continue to elevate the travel industry.

Here’s to the remarkable women shaping the future of travel  - and to our own Sophie Baker, leading with creativity, style and purpose. Go Sophie!

Wanderlust Writes: The Remote Work Revolution and the New Age of Travel

Over the past five years, the world of work, and by extension, the world of travel, has undergone a quiet revolution. What began as a temporary shift during a global pause has evolved into a permanent cultural transformation: the rise of remote work and the era of the digital nomad.

Today, the boundaries between business and leisure, home and away, have all but dissolved. The once-novel concept of “work from anywhere” has become both a lifestyle and a global movement, reshaping how, when, and why we travel.

At Wanderlust Union, we’ve witnessed first-hand how this evolution has redefined not only destinations but also the very essence of travel itself.

The digital nomad is no longer the exception, they are becoming the new traveller archetype. They seek destinations that offer both connectivity and creativity; places that inspire productivity in the morning and exploration by afternoon.

From Sydney to Santorini, Tulum to Tokyo, we’re seeing an increasing appetite for longer stays, deeper cultural connections, and elevated experiences that allow travellers to blend work with wanderlust. Hotels, resorts, and villas have adapted, gone are the days of uninspired business centres tucked away in hotel corners; in their place are co-working lounges, community-driven experiences, and tech-enabled spaces that make remote work not just possible, but aspirational.

For the modern traveller, “escape” no longer means leaving work behind, it means finding balance within it. Which is an opportunity for brands to tell new stories, ones that celebrate not just place, but purpose.

As communicators, we see this as a defining moment for travel PR and brand storytelling. The narrative has moved beyond the traditional “holiday”, it’s now about transformation, connection, and lifestyle integration.

Travel brands that thrive in this era will be those that understand their guests not only as travellers, but as global citizens, curious, conscious, and connected. The stories that resonate most will be those that champion authentic experience, community, and meaning.

The remote work revolution isn’t simply changing where people work, it’s changing how people live. For the travel industry, it represents an extraordinary opportunity to reimagine the role of travel in modern life.

At Wanderlust Union, we’re inspired by this new age of mobility, one defined by a shared desire to explore the world in more intentional ways.

Because in the end, the ability to work anywhere is really the freedom to belong everywhere.

Wanderlust Union Clients Honoured in MICHELIN Key Awards

Last week, in the heart of Paris, the MICHELIN Guide unveiled its first-ever MICHELIN Key awards across Australia, New Zealand, Fiji, and French Polynesia, marking a new chapter in the recognition of exceptional hospitality. 

Already known globally for its culinary accolades, the MICHELIN Guide’s expansion into hotel excellence is a milestone that underscores the growing sophistication and discernment of luxury travellers.

At Wanderlust Union, we are proud to see several of our clients honoured in this inaugural selection, a true testament to their dedication to craft, service, and story.

Lizard Island Resort, the only Australian property to receive the prestigious Three MICHELIN Keys, including special mention of Wanderlust Union The House at Lizard Island, a private ultra-luxury private estate bookable via the Resort. This recognition affirms the property’s status as one of the most exclusive and extraordinary destinations in the Southern Hemisphere.

Basq House, Byron Bay’s design-led boutique hotel received a well-deserved MICHELIN Key. With its distinctive architecture, relaxed sophistication, and deep sense of place, Basq House continues to set the standard for modern coastal luxury.

Internationally, The Peninsula Hotels,  another valued Wanderlust Union partner,  earned multiple MICHELIN Keys, reinforcing their reputation for timeless elegance and impeccable service, including Three MICHELIN Keys for The Peninsula London and Two MICHELIN Keys each for The Peninsula properties in Istanbul, Hong Kong, and Shanghai

The MICHELIN Keys were created to help travellers easily identify hotels that offer more than just luxury, properties that deliver unique experiences, authentic character, and a strong sense of hospitality. With only a small percentage of hotels receiving MICHELIN Keys, this new accolade is set to become one of the most coveted distinctions in the global travel space.

At Wanderlust Union, we are honoured to help tell the stories of these remarkable properties, through media engagement,  strategic brand partnerships and narrative-driven campaigns that connect with today’s most discerning travellers.

Congratulations again to all MICHELIN Key recipients. We look forward to continuing to champion the very best in global travel.

VOTED AMONG THE WORLD'S BEST:Halcyon House Takes the Spotlight

We’re thrilled to share that Halcyon House Cabarita Beach, Cabarita Beach, has been voted No.4 by US readers and No.7 by UK readers in this year’s Condé Nast Traveler /  Condé Nast Traveller Readers’ Choice Awards.

With over 750,000 travellers casting their votes, this recognition is a true honour, and it’s extra special as Wanderlust Union celebrate 10 years of our partnership with Halcyon House.

To be ranked among the world’s best is thanks to Halcyon House’s guests and team. Every stay, every story, every moment of connection has shaped its place on this global stage.

Over the past decade, we've loved helping share Halcyon House’s story of boutique luxury, coastal charm, and effortless relaxation, from its new wellness spaces to quiet moments by the sea.

Congratulations to sisters Elisha Bickle and Siobhan Bickle, the Halcyon House team, and of course the incredible guests who make this achievement possible. Here’s to another decade of Halcyon Days by the sea!

10 Years of Halcyon House: A Slim Aarons Summer with Business & Pleasure Co.

To mark 10 years, Wanderlust Union client, Halcyon House, has teamed up with Australian luxury lifestyle brand Business & Pleasure Co. to reimagine the hotel’s iconic poolside and terrace experience for Summer 25/26.

Known globally for their vintage-inspired outdoor collections, Business & Pleasure Co. has previously collaborated with standout destinations including The Beverly Hills Hotel, Soho House, and Belmond. This latest partnership brings together two design-led brands with a shared focus on quality, atmosphere, and experience.

But this is more than just a visual refresh, it’s a thoughtfully curated lifestyle collaboration rooted in aesthetic harmony, aligned values, and a guest experience that feels elevated yet effortless.

Business & Pleasure Co.’s signature umbrellas, soft pastel palette, and vintage-inspired detailing integrate seamlessly into Halcyon’s laid-back luxury setting. The result? A Slim Aarons-esque seasonal takeover that feels glamorous, layered, photogenic, and perfectly on-brand, a visual moment designed for sun-drenched days and golden hour storytelling.

The collaboration also extends into a broader lifestyle-driven guest experience celebrating Halcyon House's 10th birthday, a $10 birthday Paloma served all October at Paper Daisy, daily poolside margarita hour, paired with a relaxed Mexican-inspired bar menu, Ocean Air Cinema, a new alfresco film series exclusive to in-house guests and a nostalgic, playful touch: a miniature birthday cake delivered in-room upon check-in

These aren’t standalone promotions, they’re part of a cohesive hospitality lifestyle narrative that speaks to modern travellers’ desire for immersive, design-led experiences.

At Wanderlust Union, we see this as a case study in how hospitality brands can craft meaningful partnerships that go beyond aesthetics, delivering rich, memorable experiences and long-term brand value through thoughtful, values-aligned storytelling.

Game On: How Sport Tourism Is Shaping the Future of High-End Travel

Wanderlust Union has been closely watching the growing class of travellers who don’t just plan around seasons, but plan around tournaments.

Whether it’s Wimbledon, the Australian Open, the Ryder Cup, or the Monaco Grand Prix, the world’s most iconic sporting events are fast becoming anchors for luxury travel experiences. And for brands in the hospitality and tourism space, this is an opportunity worth watching closely.

More than just a seat in the stands, today’s sport-driven luxury travel includes premium hospitality packages, exclusive behind-the-scenes access, private transfers, fine dining, wellness add-ons and the chance to explore a city at its cultural and energetic peak

Take the Australian Open as an example.

In 2024, over 1.1 million people attended the AO, a record-breaking number that delivered over AUD $533 million in economic impact to Victoria. There were more than 620,000 hotel nights booked, and the event continues to grow as a global tourism magnet, drawing guests not just for the tennis, but for Melbourne’s food, fashion, nightlife and world-class accommodation.

And this is just the beginning.

With the Brisbane 2032 Olympics on the horizon, Australia is set to redefine its place in the global sport-tourism conversation. The Olympics are expected to deliver up to $70 billion in economic opportunity for Queensland over two decades, reshaping Brisbane’s infrastructure, cultural capital, and its international visitor appeal.

What does this mean for luxury travel?

Sport becomes the drawcard, but the real value lies in the experience around it.

Brands that can offer elevated, personalised, and meaningful ways to engage with these moments, before, during, and after, will win the hearts of a highly engaged, high-value audience.

Because for many travellers today, luxury is no longer just about where you stay, it’s about what you feel, who you connect with, and the once-in-a-lifetime energy you can be part of.

Wanderlust Union has seen the rise of the sport tourist, and they’re looking for more than a game, they’re looking for an unforgettable journey.

If you’re a luxury travel or lifestyle brand looking to activate during a sporting event, we’d love to assist you with your PR strategy. 

THE PENINSULA ISTANBUL LAUNCHES ITS EXQUISITE LUXURY MOTOR YACHT, PEN 1, FOR GUEST TRANSFERS AND PRIVATE CRUISES

Beginning this summer, hotel guests can enjoy seamless arrivals, departures, and scenic personalised voyages on the Bosphorus

Wanderlust Union client, The Peninsula Istanbul is delighted to introduce an exceptional new experience for its guests this summer: exclusive transfers and breathtaking cruises on the Bosphorus aboard the hotel’s custom-built, 16-metre private luxury motor yacht, PEN 1.

Designed by renowned Turkish naval architect Tanju Kalaycıoğlu and constructed by Su Marine custom yacht builders, the one-of-a-kind, impeccably crafted mahogany vessel can accommodate up to 16 passengers at a time. PEN 1 blends classic maritime design with luxurious modern aesthetics and finishes including teak decking, polished stainless-steel fixtures, and handcrafted details, and a gleaming hull finished in signature Peninsula green.

Handled by a dedicated, expert captain and crew, it provides convenient – and superbly stylish –water transport between The Peninsula Istanbul’s private boat dock at Galataport and key waterfront areas of Üsküdar and Haliç (Golden Horn).

“Sat at the crossroads of Asia and Europe, Istanbul is a city best seen from the water,” said Jonathan Crook, Managing Director of The Peninsula Istanbul. “Aboard PEN 1, guests of The Peninsula Istanbul can discover the buzzing metropolis in style, with sweeping views of both continents and in complete serenity, all with the impeccable hospitality they have come to expect.”

PEN 1 guests will experience an especially enchanting journey. Those arriving at Istanbul Airport will be comfortably transferred by private vehicle to Haliç, while those arriving at Sabiha Gökçen Airport will be brought to Üsküdar (their luggage will then be driven directly to The Peninsula Istanbul to meet them upon their arrival). Once aboard the boat, they will be warmly welcomed by a Guest Experience Executive and treated to a glass of Champagne that sets the tone for a rarefied hotel stay.

In addition to transfers, PEN 1 is available for customised private guest voyages – from romantic sunset cruises and birthday or anniversary celebrations on the Bosphorus. Each excursion can be tailored to suit guests’ particular preferences, but all will feature dazzling views of the Bosphorus and as well as the hotel brand’s legendary luxury and impeccably attentive service. Whether for transport or leisure, cruises aboard PEN 1 promise to create indelible memories for guests of the award-winning hotel.

Wanderlust Writes: SAILING INTO THE FUTURE, The Rise of Luxury Hotel Cruises

One of the most exciting evolutions in luxury travel right now is the move of iconic hotel brands into the cruise market. From The Ritz-Carlton Yacht Collection, Four Seasons Yachts, Aman at Sea, and Orient Express' Orient Silenseas – we’re seeing the world’s most renowned hoteliers bring their signature service, design, and lifestyle ethos to the seas.

Why is this happening?

Because luxury cruising is no longer a niche – it’s one of the fastest-growing segments in global travel, attracting a new generation of high-net-worth travellers who want the same level of curation, comfort, and storytelling they expect on land. Aman's move with Amangati signals how seriously this space is being taken: expect high standards, unmistakable design, and deeply personalised service.

For hotel brands, this is a natural extension – offering loyal guests new ways to engage with their world, while capitalising on a segment predicted to double in size over the next decade. The global luxury cruise tourism market is now valued at around USD 7.7 billion in 2024, and is projected to grow to USD 24.3 billion by 2033.

For the cruise industry, it raises the bar on design, service, and experience in ways that reshape expectations.

The question isn’t why are luxury hotels moving into cruising? – it’s who will be next?

Wanderlust Union Appointed PR Agency for Sofitel Sydney Wentworth

Wanderlust Union is delighted to announce our appointment as the PR agency for Sofitel Sydney Wentworth, a landmark in luxury hospitality and an icon of French elegance in Australia’s most cosmopolitan city.

This new client partnership further consolidates our work at the intersection of luxury, travel, destination marketing, and lifestyle communication; and reinforces Wanderlust Union’s position as a leading luxury hotel PR agency in the region.

Nestled in the heart of the Sydney CBD, Sofitel Sydney Wentworth is a heritage-listed hotel renowned for its timeless architecture and storied history. Following a $77M dollar refurbishment in 2024, the hotel is now the epitome of sophistication and modern luxury.

As the hotel enters a new era, Wanderlust Union has been engaged to support a communications strategy that reimagines the property as not just a place to stay, but a cultural, wellness, and lifestyle destination in its own right.

Our scope of work includes strategic storytelling across the hotel’s wellness offering, in-room experience, and brand partnerships, while continuing to position Sofitel Sydney Wentworth as a key player in Sydney’s luxury hotel landscape.

At Wanderlust Union, our work is rooted in place-led brand storytelling that resonates with the modern traveller through experiential luxury. Our shared commitment to Art de Vivre makes Sofitel Sydney Wentworth a perfect partner and a proud addition to our growing travel and destination marketing portfolio. 

WANDERLUST WRITES: ALONE BUT NOT LONELY, The Rise of Solo Travel

Once considered niche, solo travel is now one of the fastest-growing movements in tourism, and as a travel PR agency, we’re seeing firsthand how this trend is reshaping the way people explore the world.

More travellers than ever are choosing to travel on their own terms, prioritising freedom, self-discovery, and meaningful connection.

Google searches for “solo travel” have more than doubled in the past five years, and 1 in 4 travellers globally say they plan to take a solo trip in the next 12 months. Women now make up almost 65% of solo travellers worldwide.

Their top motivations? Adventure (52%), personal growth (45%), and cultural immersion (39%).

Far from being lonely, today’s solo travellers are part of a growing global community that’s redefining what it means to experience the world. From wellness retreats to culinary journeys and bucket-list destinations, going solo doesn’t mean going it alone, it means travelling at your own pace, on your own terms.

For Wanderlust Union Founder, Sophie Baker, that journey began ten years ago with a solo trip to Aro Ha Wellness Retreat, a self-sustaining haven on New Zealand’s South Island. Between sunrise yoga, subalpine hikes, and nourishing plant-based cuisine, it was an immersive experience that became a powerful catalyst for personal change.

Sophie returned home reset, recalibrated, and inspired to launch Wanderlust Union, a purpose-led travel PR agency in Sydney helping tourism brands tell stories that truly connect.

Wanderlust Writes: Where Does Travel Live After the Trip Ends?

In the travel industry, most storytelling happens before the trip: glossy campaigns, perfectly timed influencer posts, and carefully worded press releases. But there’s a missing piece in most travel PR strategies, what happens after the journey ends?

The truth is, the real story begins once the traveller comes home.

The way someone talks about a destination, in conversations, Instagram captions and Reels, TikTok’s, or shared photos, becomes part of that place’s public narrative. These post-trip stories often carry more weight than any ad or article. They’re personal. Authentic. And they spread.

For any travel PR agency serious about building long-term brand equity, this moment is a missed opportunity. Too often, we focus on pre-trip buzz and ‘in-the-moment’ content, but overlook the most valuable form of publicity: word-of-mouth!

This is where the smartest travel brands are shifting focus. They’re designing more experiences that live on in memory, and making it easy for travellers to share those memories meaningfully. This is modern travel storytelling. And it’s the foundation of truly effective travel PR.

Helping travellers tell better stories, and ensuring those stories align with brand values, is the new frontier. It’s not just about visibility; it’s about resonance.

At Wanderlust Union, we’re a travel PR agency that believes the most powerful campaign doesn’t end at check-out. It lives in the stories your guests tell next.

Slowness is the New Luxury: Why the Future of Travel Isn’t in a Rush

There was a time when luxury travel was defined by velocity - private jets, jam-packed itineraries, and the ability to tick off five countries in a week. But somewhere between burnout and border closures, a quiet shift began. One that’s less about collecting stamps, and more about collecting meaning. 

Welcome to the era of slow travel - where luxury is no longer about how fast you go, but how deeply you experience.

At Wanderlust Union, we work with brands at the forefront of luxury travel, lifestyle, wellness, and design, and the message from the modern traveller is clear: slow is seductive. It’s not about doing less - it’s about doing better. With intention, immersion, and emotional resonance.

You see it in the revival of the Orient Express, poised to glide through the Italian countryside in all its restored Art Deco splendour. This isn’t just a train - it’s a moving work of craftsmanship, a return to the romance of the journey itself. Onboard, guests won’t rush to their next destination. They’ll dine, dress, converse, and watch the world unfold. 

Beyond Italy, Belmond journeys continue through the Scottish countryside, where luxurious accommodations blend local tradition with contemporary elegance. Artfully designed by Scottish creatives, with personalised touches including a Dior Spa, butler service and private transfers, ensuring every moment of the journey is savoured.

That same desire for stillness and depth is also fuelling the rise of luxury wellness retreats - properties that have shifted from offering ‘escapes’ to creating environments of real transformation. From Ayurvedic immersion in Sri Lanka to breathwork in Tulum and medical wellness programs in the Swiss Alps, today’s retreats are no longer add-ons - they are the destination.

What we’re seeing, increasingly, is a recalibration of values. Time has become the ultimate status symbol. And those who can afford the best are choosing to invest in moments, not movement. A two-week stay at a boutique hotel where design, food, and service reflect the rhythm of the land feels far more indulgent than a whirlwind itinerary. 

It’s a philosophy echoed by brands like Six Senses, Aman, and even smaller design-led villas and lodges that understand that storytelling and slowness are not just desirable - they’re defining.

And for those of us behind the scenes - the PRs, marketers, and storytellers - this shift matters. Because it changes how luxury brands must communicate. At Wanderlust Union, this is more than a trend - it’s a transformation. Our work with boutique hotel, heritage experiences, and high-end wellness brands is grounded in this belief: that great travel is about depth, not distance.

So here’s to slowness. To the long, late breakfasts, to watching landscapes unfold from a train window. To travel that doesn’t promise a quick fix but offers a slow return to self.

Haclcyon House hosts guests for a Steve Cordony Masterclass by the Sea

Steve placing bespoke place cards at table setting - Wanderlust Union Luxury PR Sydney

Over a year in the making, it’s been incredibly exciting to see this collaboration with Wanderlust Union Client  Halcyon House and Interior Stylist Steve Cordony come to life.

Last week, Steve hosted his first-ever styling masterclasses outside of his iconic Rosedale property - set against the dreamy coastal backdrop of Halcyon House. 

Masterclass by the Sea was more than just a workshop; it was an immersive experience that brought together a like-minded community for a couple unforgettable days of design, connection, and coastal charm.

Guests were treated to a cocktail workshop with Husk Farm Distillery, a beautiful welcome dinner at Paper Daisy, and of course, hands-on styling sessions with Steve himself. Pure magic - sunshine, shared stories, exquisite food, and (yes) a whole lot of pineapples.

Steve is a long-time friend of Wanderlust Union and a valued industry collaborator. Over the years, we’ve had the pleasure of working closely together on various creative projects, and this partnership continues to reflect a shared passion for delivering considered design, storytelling, and elevated experiences. 

Wanderlust Writes:

Quiet luxury isn’t just a fashion trend — it’s reshaping how we tell travel & lifestyle stories.

In a post-aspirational world, today’s travellers aren’t chasing status. They’re seeking a sense of place, substance, discretion, and depth - the feeling of being in-the-know, not just being seen.

And that shift is showing up across the luxury travel & lifestyle PR and marketing landscape. Loud superlatives and glossy ‘influencer moments’ are being replaced with storytelling that feels more authentic, more textured, more personal.

Think:

• The provenance of a ceramic in the room

• The family behind a boutique vineyard

• The stillness of arriving somewhere remote where few others have.

• The pristine natural environments, like polar bear safaris in Norway or tracking snow leopards in

• The Himalayas, offer a sense of adventure & connection with nature

• The airlines like Singapore Suites and Four Seasons Private Jet offer discreet service and thoughtfully designed private cabins, emphasising comfort & privacy

Quiet luxury can also involve choosing eco-friendly accommodations, supporting local communities, and reducing the environmental impact of travel.

In this space, understatement is a strategy. The brands doing it well aren’t shouting — they’re inviting. And every element of their presence (copy, design, visuals, partnerships, press tone) speaks the same refined, quiet confidence.

At Wanderlust Union, we’re helping brands embrace this shift — crafting narratives that cut through with calm, and resonate with an audience that values nuance over noise.

Because in 2025, true luxury isn’t about being everywhere. It’s about being exactly where you want to be.

THE PENINSULA LONDON SPA & WELLNESS CENTRE LAUNCH NEW WELLNESS OFFERINGS TO ENHANCE PERSONALISED WELLBEING

21 June 2025 – As the season turns and guests look to refresh, recharge, and refine, The Peninsula London Spa & Wellness Centre is introducing two new wellness partnerships designed to prepare the mind and body for summer: exclusive treatments with luxury longevity brand Ricari, and personalised fitness with ONE: Personal Training, a leading, private studio, based in Mayfair, offering client-first performance training.

These transformative, forward-thinking collaborations reflect The Peninsula London’s strategic commitment to delivering more tailored and personalised wellbeing experiences.

Ricari Studios Available exclusively in the UK at The Peninsula London, The Ricari Method combines state-of-the-art technology with expert manual techniques to sculpt, tone, and rejuvenate. Ideal for pre-holiday preparation, post-travel recovery, or a simple reset, Ricari treatments address everything from puffiness and inflammation to skin elasticity and lymphatic health.

Guests experience both immediate and cumulative benefits, from refined contours and visible glow to improved sleep, digestion, and circulation, making it the perfect foundation for the summer months. Treatments incorporate non-invasive tools including the Icoone Multi Microstimulation System, Ballancer Pro Compression Therapy, LYMA Lasers and infrared PEMF, complemented by Margy’s advanced skincare.

Ricari’s adaptive treatments integrate seamlessly into the dynamic lifestyles of The Peninsula’s discerning guests, whether booked as a one-time reset or a consistent practice daily, weekly, or monthly. Non-resident guests booking a Ricari treatment also receive full access to The Peninsula London’s spa facilities, including the 25m heated swimming pool, hammam and sauna, and state-of-the-art gym.

“We are delighted to bring The Ricari Method to The Peninsula London, an ideal setting for this personalised, regenerative experience as guests prepare to look and feel their best for the season ahead.” Anna Zahn, Founder, Ricari.

This June, ONE: Personal Training brings its bespoke performance programmes to The Peninsula London. Founded by former professional athlete Henry Barratt, ONE is known for a refined, client-first approach that focuses on long-term strength, mobility, and body awareness. Private 60-minute sessions, available in The Peninsula’s Technogym-equipped studio, include strength and resistance training, functional movement, boxing, and Pilates. Whether refining posture, building stamina, or rebalancing after travel, ONE’s expert trainers craft personalised sessions aligned with each guest’s summer goals.

“We are proud to partner with The Peninsula London, bringing our premium Personal Training, Injury Rehabilitation, and Pilates services to their distinguished guests. This collaboration unites two brands committed to excellence, an exciting partnership with great promise for the present and the future.” Henry Barratt, Founder of ONE: Personal Training.