Launch on New Travel Podcast

Sydney-based communications agency Wanderlust Union has launched The Wanderlist - Your Little Black Book for Travel, a new podcast marking the agency's expansion into original content creation and owned media.

The podcast is a curated series of conversations with some of Australia's most influential voices across travel, design, media, fashion and culture, uncovering the places, rituals and perspectives that inform how they move through the world. From hidden addresses and unforgettable hotels to the routines, recommendations and discoveries that shape a journey, each episode offers a personal "little black book" of travel shared through the distinct lens of its guests.

The launch comes as podcasting continues to cement itself as a mainstream media channel, with more than half of Australians now listening to podcasts monthly. As audiences increasingly seek deeper, more authentic forms of engagement, brands and agencies are investing in owned media platforms that allow for richer storytelling and direct audience connection.

Hosted by Wanderlust Union founder Sophie Baker, The Wanderlist podcast was created to provide a space for conversations that often sit outside traditional media formats.

"Public relations has always been about storytelling, but the way audiences discover and engage with content continues to evolve," said Baker. "We wanted to create a platform that wasn't driven by headlines, trends or campaign cycles, but by genuine curiosity and conversation. Some of the best recommendations, insights and stories come from people with incredible taste, perspective and lived experience, and the podcast allows us to explore those conversations in a much more meaningful way."

Guests span the worlds of travel, design, hospitality, media and culture, bringing together the advisors, hoteliers, founders, creatives and tastemakers whose recommendations often shape where we stay, dine and explore.

Series One guests include Jono Fleming, interior designer and curator of immersive, design-led tours to Marrakech and Mexico City; Elise Pioch Balzac, founder of cult homewares brand Maison Balzac; Steve Hui, travel entrepreneur and founder of IFLYFLAT and The Points Guy Australia; Kirstie Clements, former Vogue editor, author, travel writer and cultural commentator; Alexandra Carlton, respected journalist and Oceania Academy Chair for The World's 50 Best; Heleena Trehanas, one half of Alex and Trahanas, a lifestyle brand inspired by the sun-drenched beauty of the Mediterranean; and Matt Lennon, multidisciplinary creative and Global Head of Brand at cult luxury jewellery house Sarah & Sebastian.

Beyond consumer travel inspiration, the podcast also provides a platform for travel advisors, hospitality leaders, hoteliers, founders and cultural figures to share insights, experiences and perspectives through long-form storytelling. 

For Wanderlust Union, the launch represents a natural evolution of the agency's role as both a communications partner and content creator, building on its work across luxury travel, hospitality, tourism and lifestyle brands.The agency plans to support the podcast through an integrated content strategy spanning social media, digital editorial content, partnerships and earned media activity, creating a multi-channel ecosystem around the platform. 

"As communicators, we're always looking for new ways to tell stories and create value for both audiences and clients," Baker said. "The Wanderlist gives us the opportunity to build a media platform around shared interests and curiosity, while creating meaningful conversations that audiences genuinely want to spend time with."

Episodes are available on Spotify, Apple Podcasts and all major podcast platforms, accompanied by editorial content and social storytelling  @the_wanderlist_podcast and across Wanderlust Union's channels: @wanderlust_union, website and LinkedIn.