Using Twitter to post updates about your property and promote deals is just a small portion of what you can do on the micro blogging tool. More importantly, you should really engage on Twitter and pay attention to what people say around your hotel, your area, your competition, your industry and so on.
One thing you can do when you have a relative good number of followers (100 would be a good start) is to start identifying these followers that could be your hotel brand ambassadors. Try to engage with them on conversations you feel you can be part of. For example, suggest some ideas of restaurants in the area the Twitter follower is based of experience or because your hotel is in the same area.
Another thing you can do is to create the WOW factor when you know some of your guests have been identified on Twitter by saying "just arrived at the Hotel California". Can you imagine the "feel good factor" of the guest if has received a reply for you and also a freebie when he's at the hotel. For instance, offer him/her a drink at the bar with a +1 or free PayPerView for one day or a bottle of wine in his room.
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