Guest: Garth Ruggiero, Corporate Director of Procurement, Atlific Hotels
In this episode of Behind the Seams, Jeff sits down with Garth Ruggiero, Corporate Director of Procurement at Atlific Hotels, to explore how the hospitality industry is evolving and what guests can expect as we head into 2026.
With more than 30 years of experience in hotel operations, procurement, and guest experience, Garth shares a candid look at how technology, comfort, and personalized service are redefining modern hospitality.
A Career Rooted in Hospitality
Like many hospitality professionals, Garth didn’t set out with a lifelong plan to work in hotels, it started as a part-time job and quickly became a career. Today, he helps lead procurement and operational strategy for Atlific Hotels, a coast-to-coast Canadian hotel management company with a diverse portfolio of branded and independent properties.
That long-term, hands-on experience gives Garth a unique perspective on what truly matters to guests and what doesn’t.
Technology Is Driving the Guest Experience
One of the biggest themes of the conversation is technology’s growing role in hospitality. Today’s guests expect speed, convenience, and minimal friction throughout their stay.
From mobile check-in and digital room keys to personalized in-room experiences, technology is reshaping how guests interact with hotels—often before they even arrive.
Looking ahead to 2026, Garth sees continued growth in:
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Mobile and contactless guest interactions
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Front-desk efficiency powered by automation and AI
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Smarter systems that support leaner hotel staffing models
While technology improves efficiency, Garth emphasizes that it should support service, not replace it.
Efficiency Without Losing the Human Touch
Post-COVID staffing realities have changed hotel operations. With fewer staff covering more responsibilities, tools like AI-assisted guest communication can help answer questions quickly and route requests efficiently, especially during overnight or off-peak hours.
That said, hospitality remains a people-first industry. Guests may want fewer touchpoints, but when they do reach out, they expect clear answers and fast solutions.
The goal is simple: meet guests where they are, when they need it.
Comfort Still Wins - Especially Sleep and Bath
No amount of technology can replace the fundamentals of a great hotel stay: a comfortable bed and a great shower.
From Garth’s perspective, investment priorities are clear:
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Mattresses that deliver consistent comfort
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High-quality bed linens that perform under commercial laundering
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Soft, plush towels that guests notice immediately
Rather than chasing ultra-high thread counts, Atlific focuses on durability, feel, and real-world performance—products that maintain comfort after repeated industrial washes.
In the end, guests may not remember the thread count, but they will remember how well they slept and how the towel felt.
One Size Doesn’t Fit All in Hospitality
With a mix of branded and independent hotels, Atlific balances brand standards with local market needs. Garth highlights a growing shift toward boutique and lifestyle-driven properties, where hotels have more flexibility to tailor the guest experience.
Understanding your guest—and your market—is just as important as following brand guidelines.
Preparing for 2026 and Major Travel Events
With major events like international tournaments driving travel demand, Atlific is preparing by refreshing properties, upgrading infrastructure, and focusing on what guests complain about most—Wi-Fi performance.
As guest device usage continues to increase, managing bandwidth expectations has become a critical part of hotel operations.
The Bottom Line: Say “Yes” to the Guest
Above all, Garth believes great hospitality comes down to mindset. The phrase “that’s not my job” no longer belongs in the industry.
Whether it’s an extra pillow, a better towel, or a quicker response, success comes from teams willing to go the extra mile to make guests feel at home away from home.
Proud Partners in Hospitality
At George Courey Inc., we’re proud to support hospitality leaders like Atlific Hotels with reliable, high-performance linens and textiles designed for comfort, durability, and operational efficiency.
Because when technology and service evolve, comfort still matters most.
Listen to the full episode of Behind the Seams featuring Garth Ruggiero
👉 Watch on our YouTube: https://www.youtube.com/watch?v=MnolCi8gnak&t=11s
