Dive Brief:

• Gap Inc. and Virgin Hotels last week announced that hotel guests can order Gap apparel and accessories from a Gap button on the hotel’s website and have it delivered to their hotel room.

• The service is being launched in Chicago, where Virgin is opening a new hotel, and Gap is being given pride of place in the hotel’s promotional materials.

• The service is touted as a godsend for travelers dealing with lost luggage or who just “want something new.”

Dive Insight:

Just when you thought that no stone had gone unturned when it comes to retail delivery, now, thanks to this partnership, it’s a hotel amenity. It certainly could be a solution for travelers suffering the inconvenience of lost luggage, and for those who seriously miss-judge local weather when they travel.

But Gap and Virgin may be offering quite a niche service here, especially considering that the hotel is already conveniently located near retail stores of all kinds. If the dollar settles down a bit, it may be more likely to catch on, at least with international travelers.