Vacation rentals add value with hotel-like luxuries

In an effort to distinguish themselves from other short-term rentals and capture a share of the $100 billion hotel market, many vacation rentals are trying to stand out by essentially posing as hotels — offering everything from regular maid service to miniature toiletries to concierges who can arrange restaurant reservations.

Late last year, Wimco, an upscale Caribbean villa management company on St. Bart’s, began providing daily housekeeping and weekly cocktail parties for guests at waterfront restaurants on the island, and will soon offer cellphones programmed to ring the concierge. To maintain a level of consistency among its properties, Lifestyle Villas, which manages beachfront homes and condos in Los Cabos, Mexico, requires homeowners who list with the agency to include certain standard perks, among them, 800-thread-count linens, two bathrobes per room, wall safes, suitcase holders, alarm clocks and L’Occitaine toiletries. Exclusive Vail Rentals, a Colorado rental company that opened last year, insists on similar consistency, providing daily maid service, Molton Brown toiletries and ski and boot delivery for guests.