Why retailers are popping up in hotel lobbies

By Anna Hensel | ModernRetail | December 12, 2019

Customer acquisition is expensive. The newest place to get new customers: Hotel rooms and lobbies.

Last week, Rent the Runway announced that it was partnering with Marriott-owned W Hotels. Visitors at four W Hotels will have the option to rent four pieces of clothing from Rent the Runway when they book their rooms, which will be placed in the closets of their rooms when they arrive. Another Marriott-owned chain, Westin Hotels, has partnered with Peloton to add its exercise bikes to some of their hotel gyms, and allow guests to request them to be placed in their hotel rooms for the duration of their stay. And department stores including Nordstrom, Macy’s and Bloomingdale’s are currently hosting pop-ups in time for the holidays at a handful of New York City hotels, in order to draw more business from tourists.

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