Conte oversaw the acquisition of Morata from Real Madrid this summer, with the striker having gone on to enjoy a superb start to life in England with nine goals already in the Premier League.
Morata is Conte's first-choice striker at Chelsea, and the Spaniard admitted he feels he is developing his game in west London because of the Italian's demand for maximum effort in every training session and game.
"Antonio Conte helps you to grow because you can never get too comfortable or find a comfort zone," he said.
"He wants every single one of us to give our maximum.
"Last year I wasn't playing often. Now in every game there's a real chance of playing - if you train well you are going to play.
"If I had been looking for things like money or a city I would have stayed at home, where I had everything. Almost all Premier League players are athletes.
"Technically, it is not like in Spain but the players are very strong physically."