The new relationship between Virgin Hotels, a lifestyle hotel brand affiliated with Virgin Group, and Gap points to a void in the hospitality market in which customers are demanding shopping capabilities and delivery features at their hotels of residence. If consumers happen to lose their luggage or are in the mood for a new wardrobe, they may access Gap’s inventory via the hotel’s application Lucy or the Virgin Hotels Web site to place an order and request pieces to be delivered right to their doors. “We are always looking for meaningful and valuable ways to bring our product and experiences to customers,” said Tricia Nichols, global lead of consumer engagement and partnerships at Gap, New York. “Through ongoing conversations with Virgin Hotels, we saw a unique opportunity to bring Gap’s on-trend styles and apparel essentials to the needs of travelers’ who may want new outfit options or need something new once they reached their hotel. “The marriage of our omnichannel Reserve In Store technology with their customer-centric mobile and desktop concierge services truly brings something special to travelers — all delivered directly to their hotel room and within a few hours of reserving online.” Get the full story at Mobile Commerce Daily