Loews Hotels & Resorts has taken Twitter conversations to a new level by converting those chats into bookings. Earlier this week, the company launched Loews Hotels Social Reservations, which enables Tweeters to actually book on Twitter.
Loews is believed to be the first hotel brand to offer a booking tool that enables guests to book directly on Twitter.
"Many hotels have taken the approach of adding a booking widget to their Facebook page but we wanted to do something a little less passive," said Stevens. "We felt like Twitter was the best network to achieve this goal - to have more of a public forum where people could initiate that conversation around making a reservation."
It's easy to use, too. Users type #BookLoews in a tweet to @Loews_Hotels with queries and a Loews' travel planner will pick up the Twitter conversation.
The social media program, which kicked off on Nov. 19 with a one-day promotion, is already capturing bookings, Stevens said, although she didn't elaborate as to how many.
"We did have quite a few bookings that day so we were really happy with the initial turnout."
From 8 a.m. to 11 p.m., 12 Loews travel planners sitting in Nashville monitor Twitter and will initiate conversations once they see the BookLoews hashtag, providing users with a secure check-in link.
Stevens said Loews is working on creating special amenities for Twitter bookers.
"We're really trying to get to the point where we can connect the dots from a digital world to an actual on-property experience," said Stevens.
To date, 16 Loews' properties can be booked via Twitter, excluding the company's Orlando hotels.
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