Luxury B2B Tour Operator EVOKE | INSPIRE Celebrates Launch

A | T Collective is celebrating the launch of its new B2B luxury brand, EVOKE | INSPIRE.

In October 2025, Pleasant Holidays announced a brand restructuring, creating A | T Collective as a holding company for Pleasant Holidays, AAA Travel, Member First, and the newly created EVOKE | INSPIRE brand to replace Journese, which continued to operate until March 31, 2026.

As of April 1, EVOKE | INSPIRE offers travel advisors a “refined, experience-driven approach to travel,” the company said in a statement. The tour operator focuses on delivering tailor-made vacations to in-demand global destinations, with an emphasis on immersive itineraries and high-end experiences, including luxury accommodations, private jets, and yachts.

Travel advisors will benefit from dedicated U.S.-based reservation and concierge teams, 24/7 customer service, and advisor-specific planning tools such as enhanced itinerary builders and personalized service. It also introduces advisor-friendly policies, including no change fees, flexible cancellation terms, a five-day courtesy hold, and a cash-back cancel-for-any-reason protection plan with full commission protection.

To celebrate the launch, EVOKE | INSPIRE is including a $300 future travel credit for bookings made until May 31, 2026. The credit can be used towards air-inclusive EVOKE | INSPIRE bookings with a minimum of seven nights, with no restricted travel window.

“Travel has the power to transform how we see the world and ourselves,” said James Kareka, vicepresident and managing director, trade brands. “With EVOKE | INSPIRE, we are introducing a brand that celebrates that philosophy while strengthening our partnership with travel advisors who guide travelers toward extraordinary experiences.”