Langham is set to make 'new friends' as it launches a booking service which allows users of Facebook to directly reserve rooms via the company's fan page on the social networking website.

The special offers on the fan page links directly to the group's real-time reservations page.

Facebook fans will be able to check availability and instantly book the rooms of their choice. The new service forms part of Langham Hospitality Group's strategy to offer innovative travel technology tools and leverage the power of social networks.

Sean Seah, Director of E-Commerce at Langham Hospitality said: "The full power of the social media world has yet to be unlocked by the travel industry. Linking the ability to reserve our hotels via Facebook, the world's most powerful social networking website, is a natural extension of our services in a world that's constantly connected."

The move forms part of Langham Hospitality Group's evolving suite of innovative online marketing tactics to engage more closely with its guests.

The hotel group was the first to launch a voice-enabled hotel iphone application in 2009.

In Langham Place, Hong Kong, iPhone 4s are available for guests and iPads are used extensively by the concierge, the restaurants and available on loan for guests.

"Guests today are familiar with technology, using social media websites and even mobile applications," he said. "However, adoption of technology is about making sure it is beneficial to the guest experience before, during and after their stay with us."