California Lodging
Industry Association

1017 L Street #527
Sacramento, CA 95814-3805

Toll Free: (800) 637-4664
Direct: (916) 925-2915
Fax: (916) 686-1321

CLIA Board of Directors

Myraline Morris Whitaker
Vice President

Central Coast of California Hospitality
Pismo Beach, CA

Member of:
Biographical Information:
A well-known California Hospitality Industry executive, Myraline Morris Whitaker is the owner/principal of Central Coast of California, Hospitality, specializing in providing expert assistance to Hotel Management and Ownership Companies currently operating in the Central Coast or considering Development in the region, plus City Planners of the various local municipalities. Morris Whitaker, a 30-year veteran of Californias Hospitality Industry, most recently held the post of Chief Operating Officer of Martin Resorts, Inc, the prominent Central Coast Hotel Group. Morris Whitaker, a native of Los Angeles, first acquired her passion for the industry at the landmark Century Plaza Hotel in Century City. The extent of her expertise covers all the important Industry disciplines, including Long and Short Term Strategic Planning, Budgets, Profit and Loss Analysis, Operations, Sales, Marketing, and Public Relations. During her career, she has directed numerous award winning Sales and Marketing efforts throughout California, for both Resort and Convention Hotels, ranging in size from Boutiques to 1200-room Mega entities, from Independents to International Brands, including 5-Star/5-Diamond properties. She has opened two hotels in her career, a 253-all-suites hotel in Santa Monica, CA and the Avila Beach Lighthouse Suites, and has managed several major hotel renovation projects, notably the 1000-room makeover of the historic Biltmore Hotel, Los Angeles. Morris Whitaker has held executive positions with or consulted for such internationally recognized Hotel Brands as Loews, Le Meridien, Omni, Marriott, Westin and Sheraton, plus noted Independents including The Mondrian and Bel Age Hotels of Los Angeles and The Cliffs at Shell Beach. Morris Whitaker also possesses broad Visitor and Convention Bureau experience, having managed or consulted with such Visitors and Convention Bureau's in Los Angeles, San Diego, Santa Monica, Houston and San Luis Obispo. Over the years, Myraline has been asked by the media to comment on various hotel and tourism subjects and has been interviewed by CBS and NBC, plus quoted in the Los Angeles Times, Houston Chronicle and San Luis Obispo Tribune. She has been a member of the of the following organizations: Meeting Planners International, American Society of Association Executives, Professional Conference Management Association, Council of Engineering and Scientific Society Executives, and Hotel Sales and Marketing Association International. She is proud of her decades long consistent record of accomplishment of increasing market share in both occupancy and average rate for her employers and clients, in both urban, suburban and resort locations. Morris Whitaker has traveled extensively throughout the United States and the World, both for business and pleasure and constantly examines and learns from the hotels she visits; what works and what doesn't. Her dedication to her industry and her craft remains greater than ever.

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