Vacation packager Pleasant Holidays is undergoing a substantial brand transformation by introducing two new brands while discontinuing its luxury service, Journese. This restructuring aligns under a newly established holding company, A|T Collective.
A|T Collective: A Refresh for Pleasant Holidays
As part of A|T Collective, Pleasant Holidays aims to emerge as a “reinvigorated” flagship brand. This initiative will enhance vacation package offerings catered to travel advisors, agencies, and consortia, reinforcing its commitment to excellence in travel.
Launch of New Brands
Beginning January 1, 2024, Pleasant Holidays will introduce Member First, a brand dedicated to providing tailored services exclusively to AAA Travel. This move capitalizes on Pleasant Holidays’ connection as a subsidiary of the Automobile Club of Southern California, which is integrated into the AAA network.
Destination Services Expand with Pleasant Activities
Pleasant Activities will continue its mission as a destination services provider, delivering an array of experiences including tours, activities, transportation, and hotel concierge desk services. These offerings will enrich the travel experiences for all clients.
Group Travel and Event Services
Both Pleasant Holidays and Member First will also cater to group travel needs, offering specific services for events requiring ten rooms or more, as well as boutique group services for gatherings of five rooms or more. This includes specialized packages for destination weddings and honeymoon travel.
Introducing Evoke|Inspire: A Luxury Brand Experience
Another exciting development is the upcoming launch of the new luxury brand Evoke|Inspire, designed to provide “handcrafted travel experiences.” Targeted at discerning guests, Evoke|Inspire will partner with select luxury travel advisors during its soft launch this quarter. The full industry-wide launch is scheduled for the second quarter of 2025.
High-Touch Personalized Service
Evoke|Inspire promises to deliver deeply personalized, high-touch services, leveraging extensive expertise to curate seamless journeys that range from quiet luxury to adventurous escapades. The brand will showcase an exclusive portfolio of lavish hotels, private villas, yachts, jets, and rail journeys, all supported by 24/7 concierge services based in the U.S.
The Future of Journese
While Journese will remain operational until March 31, 2026, for travel bookings at any time, the decision to phase out this luxury brand reflects a strategic shift toward clarity and innovation in Pleasant Holidays’ offerings.
Leadership Vision and Company Restructuring
Company president David Hu, who assumed his role in January, has stated his goal is to provide clearer differentiation between the various brands and their offerings. With Hu now serving as CEO of A|T Collective and Pleasant Holidays, significant strides have been made to streamline operations, enhance technology, and improve services for travel advisors across the United States.
Resources for Travel Advisors
As new websites for each brand are developed, travel advisors can still book online and access essential travel resources at PleasantAgent.com and Journese.com.
Correction: Evoke|Inspire operates on an invitation-only basis solely during its soft launch period.
