• Meet Obed Morales

    POSTED August 20, 2017

These interviews are part of a series that highlights new hires within the industry. Have you recently started a new role or do you know someone who has? Submit your ideas to brittany.trevick@tigeroak.com.

Obed Morales was recently hired as general manager of Embassy Suites by Hilton Dallas Fort Worth North.

1. What are you looking forward to the most in your new role as General Manager?

There are three things I’m most excited about: joining an organization like Atrium Hospitality, becoming a member of an exciting community like Grapevine, Texas, and of course, having the privilege of re-introducing the all new Embassy Suites DFW North in Grapevine that is in the final stages of a multi-million renovation. I, along with the entire team, am very excited for our future guests to enjoy the new space.

2. How do you think past experiences have prepared you for this role?

I have been in the hotel industry for 15 years, 13 of them with Hilton and the Embassy Suites brand. You can say I have a strong passion for the Embassy Suites brand. I am confident I know what guests expect of Embassy Suites, as well as airport hotels since I have previous experience in the O’Hare market.

3. How did you get into the industry?

I started my career as a night auditor at the Embassy Suites O’Hare. I quickly gained a passion for the industry, and realized it was where I wanted to grow my career. After six months of working overnight shifts, I was promoted to front office manager, and from that point forward I move up the hospitality ladder and have never looked back.

4. What are you hoping to achieve in your new role?

I am excited to be working for Atrium Hospitality, a rapidly growing hotel and asset management company. It is very motivating to be a part of an organization that is a leader in the industry, has incredible growth potential, and is so passionate about its employees, guests, and properties. With the current public space renovation nearly complete, and the future guest room renovation approaching, I am certain we will make this hotel the place that companies and families will call home.

5. What do you enjoy most about the industry?

There is no question that my favorite part of the industry is the opportunity to be a leader both in the hotel, and in the community. I thrive on creating memorable experiences for our guests and associates, and am looking forward to embracing Atrium’s core values of Perseverance, Respect, Service, and Teamwork while re-introducing a best-in-class hotel to Grapevine.

The Hilton Dallas Lincoln Centre completed its $24 million renovation of the entire hotel and conference center. Renovations began in 2020. 

The North Dallas conference center hotel renovation includes a full redesign of all 503 guest rooms, lobby and public areas, and food and beverage outlets. Additionally, the hotel’s 55,000-square-feet of meeting space was updated with new furnishings, technology upgrades, and the addition of a new 6,600-square-foot Lakeside Ballroom. 


Sheraton Dallas Hotel has introduced a new outdoor event space under its new event programming, Dare to Outdoors. The hotel’s catering team has partnered with Pacific Plaza Park, a 3.7-acre green space in Downtown Dallas. The park features a 31,950 square-foot lawn space and permanent seating, as well as night-sky friendly lights for star-watchers. Three food truck power outlets are available and standard outlets are located throughout the park.


Sandy Murphy is one of the most influential general managers in California’s luxury hotel scene. For more than a dozen years, she’s led the Beverly Hilton, the venerable 566-room property that opened in 1955 and, with 60,000 square feet of indoor and open-air event space, is home to some of LA’s most glamorous events, including the Golden Globes. Recently, the Beverly Hilton completed a $35 million top-to-bottom transformation.