Holiday package company Pleasant Holidays is undergoing a rebrand, adding two new brands and phasing out its luxury brand Journese. Brand A | T Collective.
A below | T Collective, Pleasant Holidays will continue to establish itself as an ‘activated’ flagship brand, providing holiday packages to travel advisors, agencies and consortia.
The new brand, Member First, will exclusively serve AAA Travel. (Pleasant Holidays is a subsidiary of the Automobile Club of Southern California, part of the AAA network.)
As a destination service provider, Pleasant Activity will continue to offer tours, activities, transportation and hotel concierge desk services.
Pleasant Holidays and Member First offer group travel services for events of 10 rooms or more, as well as boutique group services of 5 rooms or more, destination weddings and honeymoons.
New luxury brand Evoke | Inspire offers a ‘handcrafted travel experience’. It will be an ‘invitation only’ brand for luxury travel advisors.
“Designed for the discerning traveler, the brand partners with luxury travel advisors to deliver deeply personalized, high-touch service.” A | T Collective said. “With proven expertise and an intuitive understanding of customer needs, Evoke | Inspire curates seamless travel from quiet luxury to bold adventure.”
evoke | Inspire will feature “an exclusive portfolio of the world’s most coveted hotels, private villas, yachts, jets and rail travel,” backed by concierge services and 24/7 U.S.-based support.
Journese will remain open for travel at any time until March 31, 2026.
Company President David Hu, who started the company in January, said one of his goals was “to be a little more direct and a little more poignant about what our brands are and what each brand offers, because there isn’t enough differentiation right now.”
The new brand is part of a broader company restructuring. In recent months, “we have transformed the company’s operations to streamline services, update technology and improve our ability to meet the needs of travel advisors across the United States,” Hu said.
The homepage for each brand will be opened. In the meantime, travel advisors can book online and access travel advisor resources at PleasantAgent.com and Journese.com.
