Pleasant Holidays is undergoing significant changes by introducing new brands and modifying its existing structure. The vacation packager has created a new holding company, A | T Collective, under which it will retain its flagship brand, while also launching two new brands and phasing out its luxury brand, Journese.
Overview of the Restructuring
Pleasant Holidays aims to become a more dynamic provider of vacation packages for travel advisors, agencies, and consortia. This restructuring is part of a broader strategy to streamline operations, enhance technology, and better serve travel advisors across the United States.
Introduction of New Brands
Under the new company framework, Pleasant Holidays will focus on revitalizing its flagship brand while also introducing a specialized service for AAA Travel, named Member First. As a subsidiary of the Automobile Club of Southern California, which is part of the AAA network, this brand will cater exclusively to AAA members.
In addition to Pleasant Holidays and Member First, the company will continue to operate Pleasant Activities, a destination service provider offering tours, activities, and concierge services to travelers.
Group Travel and Event Services
Pleasant Holidays and Member First will also specialize in group travel services, catering to events that require 10 or more rooms. Additionally, they will provide boutique group services for five or more rooms, as well as destination weddings and honeymoon travel options.
Launch of Evoke | Inspire Luxury Brand
Another exciting addition is Evoke | Inspire, a new luxury brand that offers “handcrafted travel experiences.” This exclusive, invitation-only brand will collaborate with luxury travel advisors to provide meticulously personalized services tailored to discerning travelers.
A | T Collective expresses that Evoke | Inspire will deliver “seamless journeys—from quiet luxury to bold adventure.” The brand will feature a portfolio of elite options, including the most sought-after hotels, private villas, yachts, jets, and rail journeys, complemented by 24/7 U.S.-based concierge support.
Transition from Journese
Despite these exciting new developments, the existing luxury brand, Journese, will remain operational until March 31, 2026, allowing for continued travel bookings during the transition period. After this date, the brand will phase out as the new restructuring takes full effect.
Leadership Vision
David Hu, President of A | T Collective, emphasized the need for clearer differentiation among the company’s brands. He stated that one of his primary objectives is to “be a little bit more direct and poignant about what our brands are and what each offers.”
Access to Travel Resources
Travel advisors can expect new websites for each of these brands to be launched soon. In the interim, they can access resources and make bookings through PleasantAgent.com and the existing Journese.com site.
