In 2009, Hyatt launched its first 24/7 hotel concierge service on Twitter, @HyattConcierge. Since then, the service has responded to over 50,000 conversations with an average response time of 10 minutes or less. To improve its social media customer service, Hyatt implemented a new tool to help identify and quickly respond to guests on social media channels. This increased Hyatt's response volume by 241% and decreased initial response times by 49%, leading to an award for best customer service on social media.