Pleasant Holidays' new CEO emphasizes fun and brand storytelling

Travel Weekly

12-05-2025

RIVIERA MAYA, Mexico -- Pleasant Holidays CEO David Hu, who joined the vacation wholesaler in January, identified one of his top priorities for his team: having fun.
Speaking in an interview at the company's annual Elite Experience event at the Dreams Sapphire Resort & Spa, Hu outlined his mission as company leader: "We want to build a culture that's fun and supportive of each other."
Hu also identified goals of improving brand storytelling, streamlining operational efficiencies through technology upgrades and enhancing travel advisor support.
Hu made a series of new hires to support his vision: Dajana Levy as vice president of technology, Denis Fastert as chief operations officer, James Kareka as vice president of trade brands and Lauren Brown as senior marketing manager for social media.
Hu said he has observed opportunities to strengthen the brand, including better identifying what Pleasant Holidays represents. To boost the company's identity, Hu said the company will focus more on social media "to help tell our story." The company created a Pleasant Holidays Facebook page for travel advisors to ask questions and connect with one another and the company's business development managers (BDMs).
Hu identified the relationships advisors have with Pleasant's reservations agents as a company strength. Travel advisor Heidi Nanigian, an independent contractor with Travel Concepts of Orange County, Calif., who attended Elite Experience, said her relationship with her go-to Pleasant agent is one of the advantages of working with the company.
"Their support system is amazing for both the travel advisor and for my clients," she said. "One of the main reasons that I book with them is the support system. If there is an issue in destination, I know I have someone to contact."
Jami Turner
Advisor Jami Turner, a KHM Travel Group independent contractor in Odessa, Texas, said she began booking through Pleasant after the pandemic when she observed the quality of service drop with another supplier. What sealed the deal was that her BDM offered to make the drive to Odessa to meet with her.
"That effort really made a huge impression," she said.
These relationships at Pleasant shine, and Hu said they are why advisors work with the company, but he added that advisors likely lack a cohesive understanding of the company's mission because it had not been a priority for Pleasant to "tell its story and be front center in terms of branding."
"Over the next six months, we're going to be a little bit more direct, a little bit more poignant about what our brands are and what each offers, because there isn't a good enough differentiation right now," he said, referencing Pleasant Holidays' distinction from Journese, the company's luxury arm.
Pleasant Holidays will also upgrade the company's laptops, monitors and network infrastructure and will take stock of its destination offerings to ensure the options resonate with clients, Hu said. Earlier this year, the company expanded its portfolio to include Australia and New Zealand.
Hu said he also expects more events to reward top-producing advisors, building on the annual Elite Experience four-day getaway. The event recognizes the top 50 producing travel advisors.