Image courtesy of Michael Ketema
Michael Ketema’s road to Director of Sales and Marketing at Thompson Washington, DC has been anything but typical.
One of four boys, Michael grew up in Ethiopia where his father worked as a high-profile government official. When political turmoil hit Ethiopia, Michael’s father became a political prisoner, enduring almost nine years of incarceration before being released.
“We were allowed to see him once a year, and I was about eight at the time when they took him away,” he said, crediting his mother with maintaining stability for the family. “This superwoman of a mom held it all together for us.”
Starting over in the United States
During the latter part of his father’s imprisonment, Michael was set to follow his three brothers to the United States to continue his education at a small Michigan college.
“It's funny because the college that we went to, Hope College, is where our father went, too,” Michael said. “He got his bachelor's there, and they helped us tremendously when they found out what was going on — helped all four of us get scholarships.”
Michael pursued a degree in international relations and political science, initially thinking he would return to Ethiopia equipped with an education that could help bring stability. With that in mind, he moved to Washington, DC after graduation, targeting an international development job. But ultimately, his network led him to a hotel in northern Virginia, with his first job out of school serving as a doorway to the hospitality industry.
Finding his niche in hospitality
Image courtesy of Michael Ketema
Michael’s relational and communications skills surfaced immediately when he started his job search. Eying a front desk position to pay the bills, Michael walked into an Arlington hotel and met the first in a long line of people who would shape his career.
“Her name was Barbara, and we started talking,” he said, noting that Barbara asked him to return the next day to meet her boss.
“I met with this gentleman called Tom Elwood, who was the assistant general manager of the hotel,” Michael said. “And the funny thing about Tom was […] we didn't talk business at all. We started talking about sports.”
Michael was hired the next day for the first of many hospitality roles, with positions ranging in everything from hotel operations and openings to sales and marketing.
“One thing I love about international relations is the diversity — meeting people from different backgrounds,” he said, which is something he cherishes about working in hotel sales.
Fostering a local experience at Thompson Washington, DC
Image courtesy of Thompson Washington DC
Getting lost in a sea of hotels is not something the Thompson brand struggles with. Known for a sleek aesthetic, trendy common spaces and luxe amenities, the brand’s mission also involves curating a sense of place for clients.
Notable spaces at this Navy Yard location include its gorgeous bar, which is popular with locals as well as guests, as well as its posh rooftop deck, delivering dazzling city and Potomac River views.
“With Thompson, […] we very much are community based,” Michael said. “So if you come to DC, it's going to be a lot of the local influence. The tagline for our Thompson brand is, ‘Culture lives here.’”
The hotel deepens community ties by partnering with local brands, highlighting regional products on a rotating basis so returning clients are never bored. Whether it's a pop-up fashion shop in the lobby or a local distillery tasting on the rooftop, the hotel is constantly sourcing and showcasing local producers.
One recent collaboration includes Sofar Sounds, sourcing area musicians to perform at the hotel’s rooftop. The group strives to create intimate spaces for enjoying local musical talent.
Another unique part of staying at Thompson Washington, DC is its Navy Yard location. Once on the outskirts of the action, the neighborhood has been on the rise since Nationals Park was built in 2008, bringing a whole new client base to the area. And just a block away, the metro connects Navy Yard with the National Mall, providing easy access to central DC.
Understanding how Fora’s impact has made an impact
Images courtesy of Michael Ketema
With more than 30 years in the hospitality industry, Michael notices newcomers and how they fit into the hotel landscape. And Fora is no exception.
“Within the last year or so, we've had a lot of amazing bookings through Fora,” he said.
Because Fora is a Hyatt Privé partner, Fora Advisors have access to VIP amenities and services for their clients. Fora Advisors connect with hotel partners to ensure clients are taken care of and have a great experience, which is how Michael became familiar with the agency. He began getting advisor requests for handwritten notes for Fora clients (something he incorporates into his role for Hyatt Privé partners) and noticed Fora Advisors at trade shows.
“It became such a big deal,” Michael said. “So we decided, why don't we just host a breakfast for our local Fora travel advisors […] and that was a fun turnout with a great discussion.”
Fora Advisor Caroline Murray was part of the small group that attended the breakfast.
“I loved hearing stories about DC from Michael,” Caroline said. “He's worked in the industry in DC for a long time and helped build hotels in growing neighborhoods [...]. The Thompson is lovely, with a great rooftop overlooking the city and the river!”
Michael noted that Fora has had so much buzz that some of his colleagues from the hotel sales side of the business crossed over to the agency side and are now Fora Advisors.
“It’s amazing — kind of a full circle thing for them,” he said.
How the past has informed the present
Reflecting on his journey, Michael credits his mother as the reason his family survived the trauma of his father’s imprisonment so he and his brother could thrive in their chosen fields.
“It was a little crazy when I was younger, but we survived it because we had a very strong mom who really covered us and kind of kept us in that bubble and protected us throughout the whole time,” he said.
This unconventional childhood experience has given Michael a lens of thanksgiving through which he views the world, helping him excel in his position, which relies heavily on relationships and seeing the possibilities in a destination.
“I appreciate what a lot of people don't appreciate — things like the freedom in this country, and people take this stuff for granted,” he said. “So whenever I get a chance to talk about it, I always kind of try to talk about it, and I tell them don't take anything for granted.”
