Referring to AAHOA as the “greatest American dream story,” Tyler Morse of MCR delivered a keynote during AAHOACON ’23 in which he offered plenty of business advice for association members on everything from rate strategies to dealing with disruptors. Morse, who is CEO of MCR—one of the largest owner/operators in the U.S. lodging industry—began by emploring hoteliers to push rate. “You should raise your rates. The media is doing our job for us right now. […]

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