Following your customers on social media and arranging little gifts and surprises is a tremendously man-hour intensive tactic, but it really pays off. Travel and hospitality companies now have a way to delight their customers. If your business has employees with 'stand-by' time, such as clerks in a quiet retail shop, you should pursue a program such as these. 

The iStrategy Blog: How the Four Seasons Hotel just gets Social Media2011-Mar-8, by Thomas Marzano

Great cases like @KLM Surprise Campaign showcase how social media can delight a traveler’s experience…. But it wasn’t until my last trip to Palo Alto, where I stayed at the Four Seasons Hotel, that I had a firsthand experience with customer engagement through social media.

I see this as a huge opportunity space for both the travel and hospitality industries to make the travelers experience more pleasurable with a little help of some social media magic.