The Team

Bill Murray

CEO

Bill Murray is a 38-year hotel veteran, having risen from Desk Clerk to President of a Top 100 Hotel Management Company before starting his own management company in 2003. He has tremendous development and operational experience in all scales of hotels and years of experience with dozens of hotel brands. His management philosophy is based on focusing on value creation for all stakeholders in a hotel through a purpose driven style, hence the name of his and Ryan’s company, Purpose Lodging.

Ryan Morgan

President

Ryan Morgan boasts fifteen years of progressive experience in the hospitality industry, with a solid operational foundation that has seamlessly transitioned into Commercial Strategy and Development.
 
He is adept at overseeing a diverse portfolio with annual revenues surpassing $75 million, encompassing various brands and service levels. His strategic acumen shines in enhancing asset value through the meticulous acquisition of revenue streams, always with an eye on optimal profitability.
 
Morgan’s current roles as Partner, Vice President, and COO of Purpose Lodging, and Corporate Director of Revenue Management at Process Hospitality, and Integral Hospitality highlight his ability to drive financial success and stakeholder returns.
 
With a Bachelor of Science in Molecular and Cellular Biology from the University of Kansas, Morgan applies a methodical and analytical approach to business strategy. His leadership is characterized by a forward-thinking mindset and a commitment to achieving and maintaining high-performance standards in the hospitality sector.

Newton Bunce IV

Director of IT

Newton Bunce IV is the CIO for Purpose Lodging. Newton is able to connect technology to enhance the guest experience and streamline operational procedures. Newton is expert in the use of accounting systems, labor management, digital hospitality solutions, guest messaging software, and all other hospitality technology solutions, especially Marriott related ones.

Karla Plam

Director of Operations

Karla Plam is a highly motivated and dedicated hotel management professional with over 14 years of comprehensive experience and exceptional leadership skills, extensive operational knowledge, and a proven track record of creating a positive and productive work environment, now contributing those skills to the rapidly growing company, Purpose Lodging.
 
Prior to joining the Purpose Lodging Team in 2023, Karla started her career as the front office manager at the Hampton Inn Gadsden, AL in 2012. Karla was mentored by one of Hampton Inn’s original leaders before becoming the General Manager of the same property. Karla has overseen property operations at our Hampton Inn properties, our Hilton Garden Inn property and been involved in the development side as well. Karla oversaw a $6.5M renovation, has been involved in the pre-opening actives of the FFI&S Cornelia and is assisting in the acquisition of a 150 room Hilton Garden Inn in the Midwest.

Debbie Hendrix

Director of Accounting

Debbie Hendrix is the CFO of Purpose Lodging. Debbie has over 29 years of hospitality accounting experience and is a Certified Public Accountant. She oversees a team of four property controllers.