Twitter Might Be the Most Important Customer Service Center You Have As travelers turn to Twitter to complain about airline snafus and hotel hiccups, businesses are staffing up their social media teams.

Wil Reynolds, founder of Philadelphia-based digital marketing agency Seer, arrived in New York City on four hours of sleep. With a presentation looming, he asked the front desk at the W Hotel for an early check-in. He was declined.

However, a quick tweet sent from the cab before his arrival—"Hoping you can check me in early today, got a big presentation and need a nap"—did the trick and scored Reynolds a suite with an outdoor terrace. "Someone walked over and told me they had a room for me, all because of the tweet," he says.

From airline snafus to hotel hiccups, business travelers are turning to Twitter as a fixer. And the most savvy travel companies have responded, staffing up their social media teams and monitoring their feeds with an eye to increasing customer satisfaction and boosting brand loyalty.