Accommodation service LateRooms has become the latest travel company to offer a "virtual concierge" service via social media channels Twitter and Facebook.
The UK-based website says it will respond to any message sent to it Twitter using the @laterooms handle or posted on its Facebook fan page.
The idea is to allow consumers to ask where there might be availability at a particular hotel or what facilities are available, and presumably is aimed at people on-the-go rather than those who could simply use the website.
This is different from its existing team that respond to comments placed on both channels, with a dedicated concierge team established to run the programme.
LateRooms is not the only company to launch a concierge service - KLM-Air France subsidiary CityJet unveiled a similar programme earlier this week.
The airline says it will make reservations for Twitter followers at hotels, restaurants and organise taxis and other transport from airports.
CityJet's programme, however, is only running as a trial for the time being between 2pm and 4pm on weekdays.
Inevitably the airline will not carry out any requests that require payment or use of personal details, it says.