Assaf is an entrepreneur renowned for founding Red Pineapple, one of the most innovative and influential brands in the travel and lifestyle sector. Having spent much of his life immersed in the world of travel, especially luxury travel, he gained valuable experience during his tenure with Israel’s leading travel company before venturing out to establish Red Pineapple. The company is dedicated to curating extraordinary travel experiences for clients globally, catering to both private and corporate sectors.The motivation behind launching Red Pineapple stemmed from his belief that even experiential travel was becoming standardized in the e-commerce-driven market. Assaf recognized that the discerning, high-net-worth traveler of the 21st century demands a more bespoke and refined approach. He felt that genuine, authentic travel was being overshadowed by larger companies, which increasingly relied on glossy brochures filled with luxury hotel portfolios to satisfy consumer demands. By founding Red Pineapple, Assaf sought to offer a deeper level of expertise, understanding, and personalized service, ensuring that affluent and sophisticated travelers receive the unique and tailored experiences they desire.