Overview
- Caroline von Kretschmann, managing director of Heidelberg’s five-star Europäischer Hof, has drawn millions of views on TikTok, with a recent clip at about 7.9 million.
- She began posting staff dance and behind-the-scenes videos during the 2020 pandemic to boost morale and visibility.
- The hotel reports tangible effects from social platforms, saying 10–12% of guests now come via social media and a viral schlager clip yielded more than 70 job applications.
- Industry voices, including the VdU and a marketing professor, highlight “entertainment plus authenticity” and visible leadership as key to the hotel’s reach.
- Von Kretschmann mixes playful content with value statements, answering criticism of a post about the AfD by affirming support for Germany’s democratic order.