Pleasant Holidays continues to refine its brand portfolio under the A | T Collective, with Evoke | Inspire emerging as the company’s new luxury brand, replacing Journese.
Here, James Kareka, vice president of trade brands, discusses the thinking behind the new line, what makes it different from Journese and how it reflects the evolving needs of today’s luxury clients and travel advisors.
What does “high-end luxury” mean for Evoke | Inspire?
We never wanted to be everything to everyone — that dilutes a brand’s integrity. With Evoke | Inspire, we’re creating a brand that has its own voice and identity. The focus is exclusively on four-and-a-half- and five-star hotel products, with service at its core. Every element, from private transfers to on-call concierge support, is designed to elevate the experience for both the traveler and the advisor.
How will this brand differ from Journese?
Journese has long carried a mix of four- to five-star properties. Evoke | Inspire narrows that to a pure luxury portfolio. We’re also introducing new inclusions: private car and driver services, meet-and-greet airport experiences and a concierge team that assists with everything from dinner reservations and spa appointments to private villas, yachts and jets. Our reservation specialists will manage each trip from start to finish, with no handoffs between departments.
Why launch an entirely new brand instead of rebranding Journese?
Journese started to lose some of its distinction from Pleasant Holidays, our legacy brand. Over time, they became too similar. It was important to create differentiation again. The new brand takes the strengths of Journese and builds on them, giving luxury travel its own identity and voice rather than operating in Pleasant’s shadow.
How have advisors responded so far?
Overall, the response has been overwhelmingly positive. Change always causes some apprehension, especially from advisors who’ve worked with Journese for 15 or 20 years. But the new brand isn’t replacing something they love; it’s a stronger version of what they already trust.
Will travel advisors remain central to this new brand?
Absolutely, even more so. With the rise of OTAs and bed banks, travel has become very transactional. We’re investing in this brand to help advisors drive more value for their clients. That “space between arrival and departure,” the true experience, is where memories are made. Our job is to help advisors deliver that through tools, concierge support and a deeper understanding of each client’s preferences.
You mentioned collecting more traveler information. Can you expand on that?
We plan to introduce a client-profile form so advisors can share key preferences: things like dietary needs, room temperature or favorite drinks. That data will flow directly to our suppliers, allowing them to personalize each stay. It’s about making the trip richer and more seamless.
What sets Evoke | Inspire apart from competitors?
I’ve worked for many of them, so I know the differences. We adapt to the advisor, not the other way around. About half of our business is done online — half through our contact center — and we don’t push advisors toward one channel. That flexibility, combined with our high-touch service, gives us a real advantage.
What’s your vision for the brand?
To be the best. This is a lifestyle brand for travelers who value convenience and comfort above all. Our mission is to support luxury advisors by providing truly personalized service and experiences that feel effortless.
What new developments can advisors expect?
We’re adding more than 700 four-and-a-half- and five-star hotels and resorts to our portfolio, enhancing ground transportation options, and improving online booking capabilities. We’re also redesigning the website and reassessing our travel protection and terms to ensure they meet the expectations of luxury travelers.
What trends are you seeing in the luxury sector?
There’s a clear rise in younger, high-net-worth travelers spending a larger share of their income on luxury experiences. Our advisors’ clients are evolving, spending more and expecting more and we have to evolve with them. That’s why this brand makes perfect sense right now.
How will the advisor community shape the new launch?
Entirely. Our success is tied to theirs. We’re starting with a soft launch by invitation only for our top-selling curators. Their feedback will help us refine everything before a full rollout. It’s a collaborative process; we want to be thoughtful, not rushed.
What kind of feedback have you received so far?
Advisors told us the previous brand felt diluted and lacked concierge elements. We’ve solved that by streamlining processes such as air booking and adding more white-glove services. Their input directly shaped this new approach.
What message do you want advisors to take away from this change?
Change can be difficult, especially when people feel emotionally connected to a brand. But this evolution was long overdue, and it’s a good thing. We’re here to support our advisors through the transition and give them more tools, more resources and ultimately, more opportunities to succeed.
