Social media's fastest growing trend is taking on a new game: branding pages; Twitter announced last week that it will launch a redesign, which will include the option for businesses to host their own Facebook-style free brand pages.

What does this mean for hotels? The opportunity to promote more than a logo, and place emphasis on promotions, photos and news.

According to the information provided by Twitter, businesses will be able to customize their headers on Twitter brand pages to make their logo and tagline stand out, as well as host specific placements for important tweets.

For example, if your hotel is hosting a special rate for the holidays or an inside peek at new guestroom renovations, the brand page will allow those tweets to remain at the top of the page, while all the other daily customer-service tweets and @ replies and mentions will be in the column underneath the placement. The idea, according to the Twitter blog is "highlight your best content."

"The question for each one of these marketers is what is the interesting, compelling, provocative content that they can be putting out to a larger audience to keep that engagement high," Adam Bain, Chief Revenue Officer of Twitter told AdAge Magazine. He also added that brand pages will eventually be accessible via Twitter's mobile clients (but this add-on is still a ways out).

How are hoteliers reacting to the news?

"I love the twitter brand pages roll out and can't wait to learn more about them," said Charles Yap, director of Global Brand Communications for InterContintental Hotels. InterContinental Hotels currently has one main twitter feed @InterConHotels, but also offers twitter feeds for its individual hotels around the world. "I believe twitter will play a role in helping hotel brands become more human, more interactive. Despite all commercial functions, brands still need to approach it organically, holistically and treat this platform with full respect."

In my opinion, this news from Twitter is the perfect opportunity for hotels to embrace a new concept in social media. Much like Facebook pages, where businesses can set up various walls and tabs that allow readers to flip through and peruse content, these Twitter brand-pages will put everything on one page separated by sections, allowing followers to find what they want in one glance, and click on a certain area to learn more. Read: no more tweeting about promotions, specials, chats, or property-specific interests in various tweets throughout the day, hoping at some point all of your followers see the information. With brand pages, hotels can keep their most important message at top, ensuring everyone gets a view.

My tip to the hotels on Twitter: don't go crazy with deals when the brand pages launch. A picture tells a thousand words, and these special placement sections will be a great spot to highlight your room renovations, videos, photo galleries and insider information from hotels that will make guests more intrigued to read on for a good deal.

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com