The speaker (Mark Simpson) argues that social media vanity metrics (likes, followers, reach) do not equate to revenue for businesses, especially in hospitality. He gives a case study: student Dina Harania, owner of Amare Villa in Kefalonia, had strong Instagram metrics but recorded zero return on investment — demonstrating the gap between engagement and bookings.
It's an ugly truth, but it is a truth. Likes aren't cash. It doesn't matter if you've got 100, 1,000, or 10,000 followers. If no one's booking, you're wasting your time. That's the real problem. And it's costing you money every single day. Too many business owners, especially in a hospitality and accommodation space, chase vanity metrics. You might be racking up likes, gaining followers and increasing your reach on Instagram, but here's the problem. None of that pays the bills. Let me give you a real example. One of my students, Dina Harania, owns Amare Villa in Kefalonia. When she first came to me, her Instagram presence was enviable. Solid follower numbers, strong engagement, and decent reach. On the surface, it seemed like everything was going great. But despite all of that, there was zero return on investment.
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