Vacation packager Pleasant Holidays is undergoing a significant brand transformation, introducing two new brands while phasing out its luxury brand, Journese. This transition is part of a strategic initiative under a newly formed holding company, A | T Collective.
Pleasant Holidays Remains a Leading Brand
Pleasant Holidays is set to remain the flagship brand of A | T Collective, continuing to offer a diverse array of vacation packages tailored for travel advisors, agencies, and consortia. This revitalization aims to enhance service offerings and address evolving traveler needs.
Launch of Member First for AAA Travel
Starting January 1, 2024, a new brand named Member First will be exclusively offering services to AAA Travel clients. As a subsidiary of the Automobile Club of Southern California, which integrates into the AAA network, Pleasant Holidays is leveraging its established relationships to enhance the travel planning experience.
Pleasant Activities: Ongoing Destination Services
Pleasant Activities will remain operational, continuing to provide essential services such as tours, activities, transportation, and hotel concierge desk services. These offerings are vital for travelers seeking a comprehensive vacation experience with added convenience.
Group Travel Services and More
Both Pleasant Holidays and Member First will facilitate group travel services suitable for events requiring ten or more rooms, as well as boutique group services for smaller parties of five or more. Additionally, they will cater to destination weddings and honeymoon trips, making it easier for couples to plan their special occasions.
Introducing the Luxury Brand Evoke | Inspire
In an exciting development, A | T Collective is soft launching a new luxury brand, Evoke | Inspire, which promises “handcrafted travel experiences.” Selected luxury advisors will have the opportunity to engage with the brand during its initial phase, with a full launch expected in the second quarter of 2025, making it accessible to a broader audience.
Personalized Travel Services
Evoke | Inspire is designed for discerning travelers, featuring collaborations with luxury travel advisors to offer personalized and high-touch service. The brand aims to curate seamless journeys that span from serene luxury to adventurous experiences.
What Evoke | Inspire Offers
This new luxury brand will present an exclusive portfolio of sought-after hotels, private villas, yachts, jets, and luxury rail journeys. Clients will benefit from 24/7 U.S.-based concierge support, ensuring a worry-free travel experience.
Transitioning from Journese
While the luxury brand Journese will be phased out, it will still operate until March 31, 2026, allowing customers to book travel during this interim period. This transition aims to consolidate and enhance the offerings under the A | T Collective umbrella.
Leadership and Vision for the Future
Company president David Hu, who assumed the role in January, emphasizes clarity and differentiation among the brands. As the newly designated CEO of A | T Collective and Pleasant Holidays, Hu is committed to streamlining operations and improving technology to better serve travel advisors across the United States.
Online Resources for Travel Advisors
As new brand websites are in development, travel advisors can continue to access resources and book online through PleasantAgent.com and Journese.com.
Note: Evoke | Inspire will be invitation-only during its soft launch period.
