From Steven Fry to Barack Obama, CNN News to MC Hammer, it sometimes seems that just about everyone is on Twitter, the new “microblogging” site where people keep in communication through tiny, 140 word updates (or “Tweets”). For those who use it, it is fast becoming the favoured form of online communication and a number one source for news and information, while everyone else is scratching their heads and wondering what the fuss is all about! But if you are a travel company, ignore it at your peril – Twitter has the potential to fundamentally change the way people travel.

Twitter may at first seem to be the preserve of narcissistic micro bloggers reporting on how they had their eggs for breakfast, but it is fast becoming regarded as an invaluable travel resource. Twitter users often asked their followers for hints, tips and recommendations for travel, while travel journalists and guide book writers research their projects through the service. There is even a new school of travellers who eschew planning trips and rely entirely on Twitter to guide them, most prominently ‘The Twitchhiker’ who is planning on getting as far around the world as possible in a month, relying only on the goodwill of Twitter users to help him travel.

If you’re still wondering how Twitter can be of benefit to you, here are four ways your company can use it to build relationships and attract new business.

Develop a Long Term Readership

Create a Twitter profile, assign someone at your company to take charge of it and post regular updates. You don’t have to post every minute of every day, but just like a blog people are more likely to read your Twitter feed if it is regularly updated. Advertise your presence on Twitter on your website and in any email communication you have, keep updating with useful and interesting content, and you’ll soon develop a readership of potential customers to communicate with.

Share News and Updates

Once you’ve developed a readership, you can begin communicating with them. A Twitter feed is the perfect place to share news and updates with your readers – if you have new holidays to offer or special offers to advertise, it is the perfect place to do. Lastminute.com has a Twitter feed that is regularly updated with offers.

Find and Connect With Potential Customers

Twitter allows you to search for Tweets containing particular key phrases – “walking holiday”, “holiday in Cuba”, or any other phrase that is relevant to your business. Monitor these feeds and if some one has a question that you can answer, send them a Tweet with a link or useful piece of advice. The trick is not to hard sell – be polite and helpful, don’t be a salesman.

Quickly Answer Direct Queries

Just as you can directly answer general enquiries, once you have developed a presence on Twitter you’ll find people posting Tweets directly at you, asking further information about your products and offers. Make sure someone regularly monitors – this kind of fast, direct communication helps to build trust, and could be the deciding factor if a customer is weighing up whether or not to go with your company or another. 

No one knows just how popular Twitter is going to be, but it has the potential to offer a whole way of interacting directly with customers – and a whole new stream of revenue for those who know how to use it.