Virtual interaction has spilt over into reality with the launch of what is believed to be the world's first "Twitter experience" hotel.
The 184-bedroom @SolWaveHouse hotel has been opened by Melia Hotels International in Palma Nova, Majorca, with the prime aim of connecting its guests via Twitter.
A stay at the hotel is propelled by a virtual community called #SocialWave, which is only available from the hotel's Wifi and which guests can access from their mobile devices.
Two Twitter concierges are devoted to meet guest requests via Twitter and generate conversation, while the predominately young guests get to know one another and share photos through the social medium.
Gonzalo Echevarria, the hotel's general manager, said: "The hotel takes a new step in meeting the expectations of an increasingly experiential and social customer profile, through new technologies."