Given its rarity, air travel was once a much more magical mode of transportation. The crescendo of chimes before every announcement, the blast of cold air once you enter the terminal, the accordion-like passage tunnel that is reminiscent of a vacuum cleaner tube, and waking up just in time to pick between chicken or beef meals — all painted as vivid touchpoints that made travelling with an aeroplane special. With the proliferation of low-cost carriers and the sheer necessity of travel for working adults, flying has become a matter of convenience, boiled down to an arms race on prices, timing, and availability to get us to where we need to be.
When Ethiopian Airlines recently announced its fifth weekly flight from Singapore to Addis Ababa, the capital of Ethiopia, what made it newsworthy was not the surge in air traffic alone — to them, it was a testament to their hospitality and an overall interest in travel between the two cities. To gain an insider’s look, Men’s Folio speaks to Telila Deressa Gutema, Regional Manager for Singapore and ANZ, for a better understanding of what makes Ethiopian Airlines’ service different, Ethiopian excellence and parallels between the nation and Singaporean culture.
“A growing interest was especially evident after the Ethiopian Prime Minister visited Singapore last year, which sparked awareness and curiosity about Ethiopia among Singaporeans,” Gutema shares. With Addis Ababa quickly emerging as Africa’s central aviation hub, alongside Singapore’s position as an important gateway in Asia, the fifth weekly flight marks a strategic milestone, as much as it is an operational upgrade. “With a new USD 7 billion airport that will be built outside of Addis Ababa — Africa’s answer to Changi — we are working towards positioning Ethiopia not just as a destination, but a bridge between continents.” For them, the fifth flight is not a matter of adding seats, but about creating opportunities for tourism, trade and cultural exchange between two fast-moving regions.
“Ethiopian Airlines consistently strives to go above and beyond for our passengers. There was a child who fell ill during their layover in Singapore between Addis Ababa to Melbourne — he and his mother had to be offboarded due to their health emergency. Distressed by both the child’s condition and medical costs, we reached out to the mother to provide medical assistance and covered the entire bill when the other airline refused to ensure the child received necessary care,” Gutema recalls. Humanity comes first, and what makes Gutema’s words as a senior leader convincing comes down to his longstanding service to the airline.
As a testament to the airline’s ability to cultivate talent, he had started his career at Ethiopian Airlines as an aircraft maintenance technician before working his way through engineering, account management, and finally serving as the regional manager. “My early years as a maintenance technician grounded me, quite literally, in the importance of precision, accountability and safety. More than just fixing machines, it was about understanding intricate systems that keep people safe at 35,000 feet in the air.” Three diplomas later, he moved into MRO (maintenance, repair and overhaul) account management, which trained him to look at customer service beyond just being responsive. “It was about anticipating needs, building trust, and consistently executing under pressure,” he says. As he moved in the present, he now straddles between operations and strategy. “Understanding what it takes to take apart and resemble a jetliner, alongside knowing what it takes to create value in a competitive global market, has allowed me to really consider what meaningful service means to each passenger.”
At the heart of Ethiopian’s national carrier is the embodiment of the nation’s hospitality and African excellence. “We always ensure visitors are well-fed and comfortable, even if it means our own family goes without. Ethiopian hospitality is fundamentally about selflessness and genuine warmth,” Gutema explains. How this translates into reigniting the magic of air travel comes in through their mission to create meaningful journeys. “We don’t just move passengers, we help them experience Africa’s soul, whether through award-winning Ethiopian cuisine onboard, the warmth of our cabin crew or curated layovers in Addis. The journey begins the moment you board, not just when you land.” What backs the spirit is the hardware the airline enlists, being the first African carrier to introduce the game-changing Boeing 787 Dreamliner, the Airbus A350 and A350-1000 — fleets that are praised for their fuel efficiency, noise and speed. “We continuously modernise our fleets by investing in the Dreamliner and 737 MAX families, which represent a strategy rooted in fuel efficiency, operational reliability and reduced environmental impact, all to create high-quality experiences across our routes and stay competitive in the market,” Gutema adds. Beyond just expanding its routes, Ethiopian Airlines stays committed to adopting sustainable aviation and exploring next-generation mobility solutions like electric air taxis back home.
While the countries may be continents apart, cultural parallels between Singapore and Ethiopia are bountiful, as Telila Deressa Gutema points out. “At the core, there’s a shared emphasis on community, respect for elders and a deep appreciation for food as a central part of our social lives. In Ethiopia, we see meals as communal events where people gather, share and bond over injera (a type of fermented flatbread) and stews. I see that food plays an equally important role too in Singapore, from hawker centres to fine dining,” he expresses. Building on the reception of the growing popularity of injera in Singapore, Gutema also shares that an appreciation for diversity is something that threads between both nations. “Ethiopia is home to more than 80 ethnic groups, and we pride ourselves on our rich cultural diversity, which aligns with the multicultural ethos of Singapore. In both places, there is a harmony despite the diverse backgrounds we share. Professionally, I also notice a high degree of resilience and pragmatism, both crucial in navigating the unpredictable world of aviation.”
For first-time travellers to Addis Ababa, Gutema recommends getting your dose of caffeine through their traditional Ethiopian coffee ceremony — a ritual that embodies both flavour and connection. “Head to Ethiopian Skylight Hotel for injera with doro wat (a spicy chicken stew), this place is a great place to try our national cuisine!” he shares. When it comes to cultural touchpoints, a must-see would be Lucy, the remains of the 3-million-year-old human ancestor at the National Museum.
According to Gutema, there’s a common Ethiopian saying that goes “If you come to my house and I only have one bed, you sleep on the bed, and I will sleep on the floor.” How Ethiopian Airlines plans to reignite the magic of air travel is more than just an additional weekly flight — it is embedded in the way they connect with each guest. Passengers first, and the rest will follow suit.
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