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4 Reasons Hoteliers Should Use Video Marketing – By Marissa Rasmussen

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Sojern

With YouTube being the second largest search engine in the world and 75 million people in the US watching videos online daily, it’s no wonder video is becoming an essential part of a holistic marketing mix. For travel, videos can impact the entire customer journey from researching to booking. Here, we explain four reasons why you should include video in your hotel marketing:

1. Reach New Guests Through Improved SEO

According to Comscore, the likelihood of your site appearing on the first page of Google search results increases by 53 times by adding a video to your website. Using rich media, such as video, communicates to search engines that your site has good content, thus placing it higher on the page and making it easier for travelers to find your website. Use this to your advantage to drive new and existing guests to your site to book direct.

2. Engage More with Travelers

People are 10 times more likely to engage and share video content than any other medium. Through ads served by Sojern, a Courtyard by Marriott Father’s Day video received 500,000+ YouTube TrueView views in one week. In other words, 500,000+ users either watched the ad for more than thirty seconds, interacted with the ad, or chose to watch the ad by clicking on it. You can read more about the case study here. 

3. Tell Your Hotel’s Story

Video is becoming one of the most effective forms of storytelling. It conveys elements you can’t get through traditional content, such as facial expressions, voice, and music. Video is also the easiest way to evoke powerful emotions online. Use video to bring to life the unique features of your hotel to make your guests feel like they are already there. Be sure to focus on features such as beautiful location, notable amenities, or exceptional staff.

4. Easily Measure Your Efforts

With text, it’s hard to measure how much of your content users are actually consuming. Videos contain analytics that you can’t get with text including how many times a video was played, how long it was watched, and how many social shares it received. Use this feedback as a way to learn what’s working and what’s not so you can continue to improve your video content as well as your ROI.

Video marketing is a great way to stand out from the many text-based marketing efforts in the hotel industry. If done correctly, you can reach new guests, drive increased site traffic, and share your hotel’s story in an effective, engaging way. With that said, it’s important to focus on a goal. You should know your target audience and produce meaningful videos that will resonate with them. Want even more ideas for your marketing efforts? Get the eBook Creating a Website That Converts: The Hotelier’s Guide to Driving Direct Bookings.

About Marissa Rasmussen

Marissa is Sojern’s Content Marketing Associate. Indulging in her inner bookworm, watching HGTV, and playing with her puggle, Charlie, are among some of her favorite hobbies. Although she loves both, she prefers the beach over the mountains.

Logos, product and company names mentioned are the property of their respective owners.

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Florida Police Now Say Venus Williams Didn’t Break Law in Fatal Crash They’d Initially Said Was Her Fault

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After initially saying tennis star Venus Williams was at fault for the fatal car crash that killed a man, police said Friday she had “lawfully entered the intersection” and told PEOPLE there’s “no final determination” of who was at fault.

“After the initial investigation was conducted, new evidence into the incident was located,” a Palm Beach Gardens Police Department press release states. “Based on the evidence obtained in the ongoing investigation, it has been determined the vehicle driven by Venus Williams lawfully entered the intersection on a circular green traffic signal.”

From the beginning, Williams maintained that she had entered the intersection on June 9 on a green light.

But the initial police report, which said Williams, 37, was driving about 5 mph when the crash occurred, alleged Williams was “at fault for violating the right of way of” the other driver.

Now, Palm Beach Gardens police say the investigation is ongoing and it is unclear who is at fault.

The crash occurred on June 9, when Williams’ SUV and the vehicle in which 78-year-old Jerome Barson was a passenger collided. Barson was traveling home from running errands with his wife, Linda Barson, who was driving. After the crash he was taken to a local hospital and died two weeks later.

Barson Family

On Friday, police announced that the investigation confirmed both drivers’ accounts of what happened.

According to the press release, Williams, traveling north, entered the intersection on a green light. But because of heavy traffic, she became held up in the intersection when another car “entered the intersection traveling south, and made a left turn in front of William’s vehicle, causing her to stop advancing through the intersection to avoid a collision.”

During that time, Barson’s light turned green.

Moments later, Linda Barson drove through the same intersection on a green light and T-boned Williams’ vehicle, the press release states.

Venus Williams
Tim Ireland/AP

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Last week Williams became emotional and briefly left a post-match Wimbledon press conference after she was asked about the crash. The 37-year-old broke down in tears as she struggled to find the words to respond to a reporter’s question about the deadly crash.

Barson Family

“There are really no words to describe, like, how devastating,” she said before burying her chin in her hand. “I am completely speechless and it’s just — yeah, I just.”

On Wednesday, William’s lawyers obtained an emergency protective order after the victim’s family requested to inspect and download data from the vehicle in which Barson was a passenger.

According to the Barson family’s attorney, Michael Steinger, the family hopes gathering as much information as possible will answer their questions and give them closure.

“It’s a 35 year marriage, the love of her life, and he ultimately ended up passing away on Linda Barson’s 68th birthday,” Steinger tells PEOPLE. “This has been devastating to their family.”

Williams’ attorney, Malcolm Cunningham, could not immediately be reached for comment.

Putin denies election hacking after Trump pressed him, Tillerson says

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U.S. lawmakers from both parties had urged Trump to raise the election meddling with Putin. But Sen. Charles E. Schumer (D-N.Y.), the Senate minority leader, dismissed the outcome as “disgraceful.”

“President Trump had an obligation to bring up Russia’s interference in our election with Putin, but he has an equal obligation to take the word of our Intelligence Community rather than that of the Russian President,” Schumer said in a statement.

Before the meeting, analysts in Moscow and Washington had said that any signal from Trump that Moscow and Washington can put aside past differences and forge a new relationship would be a victory for Putin. In Moscow, political leaders were celebrating Friday night.

“In some sense it’s a breakthrough,” Konstantin Kosachyov, chairman of the foreign relations committee in the upper house of the Russian parliament. “Absolutely definitely psychologically, and possibly, practically.” 

Valentina Matviyenko, speaker of the upper house, issued a statement saying that “there is no doubt that this meeting may become a step toward the solution to the situation in which the relations between our states currently are.”

The world had waited for the first in-person encounter between the president whose campaign was facing an investigation into possible collusion with Russia in the election meddling, and the Kremlin leader who allegedly intervened in Trump’s favor. But the presidents seemed intent on moving the relationship forward.

Trump told Putin that members of Congress were pushing for additional sanctions against Russia over the election issue, Tillerson said. “But the two presidents I think rightly focused on how do we move forward?” he added.

[Here’s who is in the room at the Trump-Putin meeting] 

Trump and Putin designated top officials to collaborate on the creation of a framework that will prevent future political interference, Tillerson said, as part of a bilateral commission that would also discussion counterterrorism and resolution of the conflict in Ukraine. 

Tillerson said they also agreed to a “de-escalation agreement” regarding a section of southwestern Syria. Jordan was also part of that agreement. 

Syria’s lengthy civil war has left more than 400,000 people dead and led to the exodus of hundreds of thousands more. The United States and Russia have supported opposite parties during the civil war. Russia has backed Syrian President Bashar al-Assad, while the United States has supported and trained groups that oppose Assad. 

Past cease-fires in Syria have not lasted long. Tillerson suggested he was skeptical that the cease-fire would endure, saying, “We’ll see what happens.”

The meeting lasted much longer than expected. At one point, Trump’s wife, Melania, entered the room to try to see if it could wrap up soon, but it continued much longer.

“We went another hour [after] she came in to see us, so clearly she failed,” Tillerson said.

The mood was genial as Putin and Trump, sitting side by side, addressed reporters before the meeting.

“We look forward to a lot of very positive happenings for Russia and for the United States and for everyone concerned,” Trump said.

Putin, referring to the phone conversations the two presidents have had, said that “phone conversations are never enough definitely.”

“I’m very glad to be able to meet you personally,” Putin said. “And I hope that, as you have said, our meetings will yield positive results.”

In two tweets earlier Friday, Trump said he was looking forward to the meeting, and that “I will represent our country well and fight for its interests!”

Putin and Trump did not appear to resolve the Kremlin’s demand that the United States hand back two compounds that the previous administration seized in late December in retaliation for Russia’s actions in the U.S. campaign. 

The Trump administration had already indicated it might return those compounds, which the Obama administration said were being used to gather intelligence. But Trump is facing bipartisan opposition at home to not make concessions to what many in Washington see as an adversary intent on weakening democratic institutions and diminishing U.S. global leadership. 

[In 1961, Kennedy irked that Soviet leader “beat the hell out of me” at talks]

The Senate recently voted 97 to 2 in favor of a Russian sanctions amendment to the Iran sanctions bill that “would require strict congressional review of any decision to overturn or lift existing policies on Russia, including the return of these two dachas, and would impose new sanctions to deter Russian aggression against the U.S. and its allies.”

In a speech in Poland, Trump gave mixed signals on the eve of the summit, urging Russia “to cease its destabilizing activities in Ukraine and elsewhere, and its support for hostile regimes including Syria and Iran.”

Trump also repeated a position shared by Putin, saying that “nobody really knows” who was behind the hacking during the U.S. presidential campaign, and questioning U.S. intelligence agencies’ affirmation of Russia’s involvement because they were wrong about whether Iraq possessed weapons of mass destruction before the U.S. invasion in 2003. 

Both of these statements align with the Kremlin’s own stance on the election hacking. 

More recently, Trump caused a stir when he met with Lavrov in the White House and shared intelligence on the Islamic State provided to the United States by Israel. 

[What Putin hopes to gain from his summit with Trump]

During their meeting on Friday, Trump and Putin also had a lengthy discussion of North Korea, Tillerson said. He said Russia shares the U.S.’s position that North Korea should not have nuclear weapons, but he added that Moscow has resisted efforts to cut off economic ties with Pyongyang and isolate the regime. Tillerson said the White House was still working « to see if we cannot persuade them as to the urgency that we see. »

Michael Birnbaum in Hamburg and Jenna Johnson in Washington contributed to this report.

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Obama’s secret struggle to retaliated against Putin

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