Staypineapple Reframes Guest Experience with New Tagline

Announced March 31, 2026, boutique hotel brand Staypineapple has officially adopted a new tagline: “Where Stays Become Stories.” This move signifies a strategic pivot for the Kirkland, Washington-based brand, aiming to foreground the emotional impact of a guest's visit over its previous emphasis on distinctive locations.

The former tagline, “Out of the Ordinary Hotels in Extraordinary Locations,” aptly described Staypineapple’s portfolio. However, according to Hospitality Net — Latest News, the new phrasing is intended to capture the more intangible elements of hospitality. Staypineapple President Dina Belon is quoted by Hospitality Net — Latest News stating, “When guests check out, we want them to leave with more than a simple stay — we want them to leave with memories they’ll treasure, stories they’ll share and a reason to come back again and again.” This sentiment positions the brand as a facilitator of personal narratives.

To amplify this new direction, Staypineapple is launching the “Where Stories Become Stays” Instagram campaign. Guests are invited to recount their most cherished Staypineapple experiences, with one story selected monthly to receive a complimentary two-night stay. This initiative directly links user-generated content to brand engagement and repeat patronage.

Our take: A tagline change is rarely groundbreaking news, but Staypineapple's shift from touting its physical assets to emphasizing experiential connection is shrewd. In a crowded market, simply being in an 'extraordinary location' is no longer enough. The real luxury is the feeling a guest carries away, the anecdote they share. Tying this new ethos to an interactive social campaign encourages organic storytelling, converting guest experiences into valuable, authentic marketing. It’s a smart play, leveraging the contemporary consumer's desire for narrative and participation.