Loews Hotels & Resorts is launching a new distribution channel via Twitter to enable guests to book their hotel stays directly via Twitter.

From Tuesday, November 19th, Loews will add Twitter as a distribution channel for 16 of its properties (excluding the Orlando hotels), allowing the booking process to take place in an entirely new platform.

As soon as the guest is ready to make their reservation, the Loews Travel Planner will tweet them a link to a secure chat conversation to process personal and payment information in a secure, PCI-compliant digital environment. Social Reservations makes it easier than ever for consumers to plan their travel at the time they like, in the medium they prefer.

To launch the Loews Hotels Social Reservations program in tweet-worthy fashion, Loews is offering an unbeatable deal to the first 140 Twitter users who book a reservation using the new tool and the #BookLoews hashtag.

“As we continue to evolve and build on our Social Media strategy, we are focused on meeting the needs of travelers throughout each stage of the travel continuum,” said Piper Stevens, Director of Social Media, Loews Hotels & Resorts. “When it comes to reservations, we recognize that giving consumers the option of booking efficiently on a network where they are already engaging on a daily basis is going to set us apart and grow our consumer base in a meaningful way.”

Loews Social Reservations launches on the heels of the brand’s new blog, Wish You Were Here.