Just came across this post by the travel expert Dennis Schaal (@denschaal) about Hyatt's adoption of Twitter as the social medium for their Concierge communications. Go ahead and check out the twitter page of @hyattconcierge. 

This news came less then a month after we launched Twitter integration with Libra OnDemand CRM at Hitec and although Libra is not involved with Hyatt at all, it serves as an excellent proof-of-concept for what we had in mind developing a similar concept in our application.

CRM is all about customer interactions, and obviously Twitter has become a communications medium hat many people like to use. In addition to enabling concierge communications, also important is the ability to track any mentions of the hotel or its brand name in twittersphere and respond to any such tweets.This is like a real-time TripAdvisor, when I can post a tweet about my stay experience and have the property respond in a minute and even offer assistance if I need it. Think this scenario: A guest that is lost tweets to his friends: "Can't find the [hotel name here] - am lost in this city!" The hotel picks this up and responds with: "Hey call us at ***** and we'll come get you!" (I've heard a similar story actually happened with a guest at a Millenium property).

Using Twitter becomes even more powerful when you integrate your customers' tweets with their CRM profiles. You now have a full picture of your client's social profile that can be a powerful tool in your communications. "Did you finally find that hotel you were looking for?"