Pleasant Holidays is undergoing a major brand restructuring, introducing new divisions under a new holding company called A | T Collective. The move includes launching two new brands while phasing out its long-standing luxury line, Journese, which will operate until March 31, 2026.
The flagship Pleasant Holidays brand will continue to provide vacation packages to travel advisors and agencies, while a new division, Member First, will serve AAA Travel exclusively beginning January 1, 2026. Additionally, Pleasant Activities will maintain its role in offering tours, transportation, and concierge services.
A new luxury brand, Evoke | Inspire, will debut in the coming months, offering curated high-end travel experiences, including access to villas, yachts, and private jets. Company president and now CEO David Hu said the restructuring aims to streamline operations, strengthen brand differentiation, and improve support for U.S. travel advisors.