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The Newest Perk at W Hotels: A Rent the Runway Closet Concierge Service
BYRachel King
Rent the Runway says it has a plan to lighten your carry-on load.
In the face of the rise of trendy short-term rentals (including over-the-top publicity stunts), as companies like Airbnb and Vrbo garner more of the vacation-stay market share, hotels are pulling out more and more stops to win travelers back to their suites. And that doesn't mean merely upgrading the furniture but adding perks that round out the experience and make hotel stays just as worthwhile as anything else on a trip.
On that note, W Hotels is adding a new perk this week. Announced amid Art Basel Miami—undeniably an art show week of Champagne-drenched parties where one needs to see and be seen, and be seen in style, no less—the Marriott-owned chain is teaming up with Rent the Runway to introduce RTR Closet Concierge.
Touted as a way in which travelers can both lighten their carry-on loads without sacrificing style, travelers will be able to book a stay at select W Hotels and have Rent the Runway orders delivered directly to their hotel rooms—no packing or baggage required.
"The ability to travel without luggage and have the perfect Rent the Runway travel wardrobe waiting for her when she checks in—no shopping, packing, or baggage required—is redefining luxury," Rent the Runway CEO and cofounder Jennifer Hyman tells Fortune. "Coming from Starwood, I always dreamed about the concept of traveling luggage free."
Travelers make their selections after booking the hotel stay but before arrival. Thus, after they've checked into their rooms, their Rent the Runway orders should already be waiting for them. Guests then drop off the items at a designated location within the hotel lobby during checkout.
Guests at W Hotels will be able to choose up to four styles from Rent the Runway's Unlimited Closet for the duration of their stay.
After booking their rooms, W hotel guests will be able to choose up to four styles to rent from Rent the Runway's Unlimited closet, including apparel across all categories (i.e. formal wear, outerwear, ski, athleisure, denim, etc.) in addition to handbags, accessories, and jewelry. Based on proprietary data, Rent the Runway has suggested looks on hand, serving as a digital assistant stylists to guests with recommendations tied to color, designers, and climate, all curated to the local destination.
Rentals span the duration of their stays for a total rate of $69 per complete order. The $69 fee is inclusive of all four items as well as shipping and dry cleaning.
Rent the Runway's Closet Concierge service will be undergoing a soft launch at just four hotels initially: the W Aspen, the W South Beach (Miami), the W Washington, D.C., and the W Hollywood. "As we pilot the program, we'll rely on customer feedback and subscription data to inform how we scale nationally," Hyman says.
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