Pleasant Holidays Restructures, Introduces New ‘Invite-Only’ Luxury Brand

Pleasant Holidays announced today a new brand lineup, better positioning the tour operator to serve travel advisors and their clients.

Following a company restructure, Pleasant Holidays will now operate as the flagship brand under A | T Collective, focused on providing vacation packages to travel advisors, agencies, and consortia nationwide.

The California-based holding company also includes the brands Member First, Journese, Evoke | Inspire, and Pleasant Activities.

“Over the recent months, we have transformed this company’s operations to streamline services, update our technology and enhance our ability to serve the needs of travel advisors throughout the United States,” said David Hu, president and CEO. “The emerging result is more than the sum of its parts, with a singular focus on providing the utmost in service to travel advisors so they can continue to earn their clients’ business and trust.” 

Under the new structure, the newly launched Member First brand will focus exclusively on AAA Travel, while Pleasant Activities will remain the company’s destination services arm, offering tours, transportation, and concierge desk operations.

The new luxury brand, EVOKE | INSPIRE, will debut soon by invitation only. The brand is aimed at the high-end market, working closely with luxury travel advisors to design bespoke, high-touch journeys featuring private villas, yachts, rail journeys, and curated hotel stays paired with 24/7 U.S.-based concierge support.

Current luxury brand Journese will continue operating through March 31, 2026.

Dedicated websites for each brand will launch at a later date. In the meantime, travel advisors can book online and access trade support via the websites pleasantagent.com and journese.com.