LateRooms.com, a last-minute hotel booking service in the UK and Europe, deployed Twitter Official Partner Brandwatch to provide tools to monitor what travelers were saying across Twitter. By looking for keywords associated with travel and purchase intent, LateRooms was able to identify relevant conversations from people looking to book a holiday, then step in with advice and tips. This is how the LateRooms Concierge (@LRConcierge), a personalized travel recommendation service, was born. When travelers Tweet to their specialized Concierge looking for a property with an on-site gym or a room on the Left Bank for under €50 a night, they get an immediate response with suggestions. 30% of these inquiries have become sales, proving that social data can lead to a solid ROI.