How a Five-Star Hotel Used TikTok Dances to Boost Bookings Without Big Ads

A director’s dance videos went viral—and transformed her hotel’s fortunes. Now, other small businesses are copying her no-frills, high-impact playbook.

, and Administrator

2026 January 25 . 9:08 AM

1 min read

The image shows a blue and white poster with a line graph and a megaphone with the words "28%" and... — The image shows a blue and white poster with a line graph and a megaphone with the words "28%" and "24%" on it, along with logos and text, indicating that the poster is advertising a social media marketing strategy.

Caroline von Kretschmann, director of the five-star Hotel Europäischer Hof Heidelberg, turned to social media during the 2020 pandemic. Her playful dance videos marked the start of a strategy that would grow the hotel's online presence. Today, her approach demonstrates how small and mid-sized businesses can use platforms like Instagram to stand out—even with modest marketing budgets.

The hotel, which brings in around €12 million annually and hosts about 35,000 overnight stays each year, saw an opportunity in social media. Von Kretschmann's posts mix light-hearted content, like dance clips, with updates about the hotel and occasional political commentary. The variety keeps followers engaged while showcasing the business's character.

Her success mirrors that of other German companies. Das Schokoladenhotel in Westerstede, Lower Saxony, and beauty brand Annemarie Börlind GmbH have also built strong followings by sharing authentic, creative content. For smaller firms, these platforms offer a cost-effective way to reach wider audiences without expensive ad campaigns. The key lies in consistency and personality. Von Kretschmann's approach proves that even traditional hospitality businesses can thrive online by blending professional updates with relatable, human touches. Her strategy has turned the Europäischer Hof into a case study for how hotels near me can connect directly with guests.

The hotel's social media push has strengthened its reputation and attracted new customers. By sharing a mix of fun and informative posts, von Kretschmann has shown how businesses can grow their visibility without big budgets. Other small and mid-sized companies now look to similar tactics to boost their own reach and revenue.