Apparently some 60 million messages on Twitter had a mention of "hotel" in them over the course of the past year.
That figure is actually three times as many as those noting a "holiday" or "vacation".
It is a stark reminder that for all the self-absorbed noise and nonsense on Twitter from the digerati and countless other social media commentators, there is a large swathe of content on Twitter that hotels can try and tap into... and customers (you know, normal people) to interact with.
Twitter, let's face it, has evolved massively since the early days of blasting out 140-character messages into the ether in the hope that it inspires folk to follow a brand.
Even the way brands manage communications (especially in a "crisis") has often become focused around using the immediacy of Twitter as a tool for helping customers and informing the media.
Hospitality technology company Hotelrez has taken a step back from the punditry and chaos of Twitter to identify five excellent basic actions that any property (or other travel brand, of course) can think about if they have trying to make better use of Twitter, or jsut get their head around the basics again.
Some excellent examples are included in its analysis.
See the infographic below (click on the image or here for a larger version)
NB: Twitter travel image via Shutterstock.