Is there a real marketing opportunity for hotels, resorts and destinations in using Twitter? Twitter is social, so an individual has the option of following you or not.
The interest to follow you will change from individual to individual.
One might be interested in current information, while another one is planning a trip and a third individual is just looking for ideas.
Expectations of what to find are probably very broad and the difference between individuals is even broader.
At the same time the reason why a hotel, a resort or a destination tweets, may vary too.
Some may want to post news, others to post promotions and deals; some will use it as a Customer Service Center and others as a Cyber Concierge.
In the end, Twitter is a communication channel for hotels, resorts and destinations.
As the case with email, hotels, resorts and destinations have to be careful and not fall into the perception of individuals thinking your message is spam and un-follow your organization as a result.
Twitter is about sharing information.
Quality, quantity, frequency and style are very important.
Quality information is key to the success of your Twitter account.
Add links, but be diverse.
Do not only link to your own website and if possible measure the quality of your tweets by the number of clicks on the links.
Quantity is important, but do not post one tweet after another.
Space yourself, remember that you can schedule your tweets and create habits on the individuals following you.
Your style needs to be personal, conversational and authentic.
Twitter is personal.
Posting General Information is not the way to go; create personal connections and the communication becomes a lot more meaningful.
Use your Twitter Network to take suggestions, make comments and engage individuals.
There are millions of people using Twitter; you need to work as hard at your network as other people.
Your hotel, resort or destination Twitter network has to include diversity, providing information and support for travelers and potential travelers.
So build your network and start engaging individuals.
Use re-tweets as an information tool and use the search option to find people interested in your destination, your resort or your hotel.
Tweet if:

• You are interested in driving more traffic to your website; Google indexes Twitter feeds.
  
• You like to plan; remember Twitter is social but at the end of the day it is a Marketing Tool for your hotel, resort or destination, so plan ahead your Twitter editorial schedule and link it to planned events, promotions, last minute deals, seasons, entertainment, celebrities, public relations, etc.
  
• You are consistent; your Twitter account is another integral part of your brand.
  Have your logo visible, your complete website address, use your brand graphics as background.
  Build your brand.
  
• You can dedicate and schedule yourself; tweet at different times throughout the day, remember you can schedule your tweets, and make sure you tweet at times of the day that are relevant to your followers.
  
• You are willing to follow competitors and your followers; it's the best way to find out what your competitors are doing and what your followers are looking for.
  
• You want to engage with the individuals that are following you; don't be a broadcaster, leave that to newspapers, magazines and journalists.
  Be pro-active and provide rich and engaging content.
  
• You are willing to have fun; show your inner-self.
  

It is very important to take into consideration the following points:

1. It's good practice and a must for hotels, resorts and destinations to use the auto-welcome tool.
   It shows you care.
   
2. Tweet using targeted keywords.
   
3. Use pictures and website URL's.
   
4. Learn about Twitter etiquette.