AUDUBON — Forge Hospitality, which owns and operates five hotels in Montgomery and Berks counties, has completed the transition of its operating model to a self-managed model.
Forge Hospitality is the hospitality division of Audubon Land Development, and operates the following hotels:
• Homewood Suites Philadelphia Valley Forge, Lower Providence Township
• Tru by Hilton Audubon Valley Forge, Lower Providence Township
• Hampton Inn & Suites Valley Forge Oaks, Upper Providence Township
• Hilton Garden Inn Valley Forge Oaks, Upper Providence Township
• Holiday Inn Morgantown – Reading Area, Caernarvon Township.
In shifting to a self-managed model, Forge Hospitality now oversees the daily operations of its hotels, rather than working through a third-party management company. This includes everything from team leadership and guest experience standards to training, financial oversight and long-term planning, Nicole Ream, vice president sales and marketing told MediaNews Group in an emailed response to questions.
“It allows us to be closer to our properties, our people, our guests and to ensure our values are reflected consistently across every hotel,” she said.
The transition to self-management took effect on Dec. 2.
“Our focus throughout the transition has been continuity for guests and for our teams. We worked closely with property leaders to ensure systems, training, and support structures were in place before the transition occurred,” Ream said, adding that clear communication and team engagement were priorities.
Believing that hospitality is personal, Forge Hospitality is embracing a self-managed model to further elevate the guest experience, strengthen team culture, and ensure every property reflects the consistent standards and care the company is known for, according to a release announcing the transition.
“This next chapter is about being even more intentional with how we serve,” Tonya Muncey, president of Forge Hospitality, said in a statement. “When we manage our hotels directly, we can move faster, support our teams more deeply, and deliver an experience that feels unmistakably Forge — thoughtful, welcoming, and consistently excellent.”
Forge Hospitality had previously partnered with a third-party management company that oversaw daily hotel operations while Forge remained actively involved at the ownership and strategic level.
“That structure served us well during a period of growth, but as our organization matured, we recognized the opportunity to bring operations fully in-house,” Ream added.
The “Forge experience,” she said, is built on the belief that the company’s 160 team members are its most valuable assets.
“At its core, the Forge experience is about taking care of our people first, doing the fundamentals exceptionally well, and being intentional in the details — creating environments where both guests and associates feel welcomed, valued and cared for,” Ream said.
She added that when team members feel supported, empowered and proud of where they work, that care carries through to guests.
For guests, Ream said, “The Forge experience means clean, comfortable, thoughtfully maintained hotels paired with warm, genuine service and consistency they can rely on across every property.”
Founded in 2019, Forge Hospitality is the hotel division of Montgomery County-based Audubon Land Development, the ownership group behind the portfolio. While Audubon Land Development focuses on long-term real estate investment and development, Forge Hospitality was established to oversee and operate the hotel assets.
The move to self-management brings hotel operations fully in-house under Forge Hospitality, allowing for greater alignment between ownership, operations and the guest experience.
Forge Hospitality’s portfolio has been built through a combination of ground-up development and strategic acquisitions. Homewood Suites Philadelphia Valley Forge was the company’s flagship hotel, developed from the ground up and opened in 2005. This was followed by the Hilton Garden Inn Valley Forge Oaks, another ground-up project that opened in 2012. In 2017, the portfolio expanded through the acquisition of the Holiday Inn Morgantown – Reading Area and the Hampton Inn & Suites Valley Forge Oaks. Most recently, Forge completed the ground-up development of the Tru by Hilton Audubon Valley Forge, which opened in 2019.
Forge Hospitality recently completed a $2.2 million renovation at the Holiday Inn Morgantown – Reading Area. The renovations were completed over five months to minimize disruption to guests, the company said.
Several additional capital improvement projects across Forge’s portfolio are planned for 2026, including a full renovation of its Homewood Suites Philadelphia Valley Forge and guestroom updates at the Hilton Garden Inn Valley Forge Oaks, along with continued enhancements at the other properties.
These upgrades ensure Forge hotels remain modern, welcoming and best-in-class, the company said.
“We are constantly putting capital back into our assets not only to keep our properties current, but to continuously raise the bar on comfort, functionality and design,” Ream said, adding the investments are made with guests and team members in mind.
As Forge Hospitality enters this new self-managed phase, the company remains dedicated to long-term growth, local partnerships, and building a portfolio that continues to set the standard for hospitality in the region, according to the release.
“Growth is absolutely a goal for Forge Hospitality, but it is a thoughtful and disciplined one. Our focus is on quality over quantity expanding in ways that align with our values, our culture and our long-term vision,” Ream said. “While we are always evaluating opportunities, our priority remains strengthening our existing portfolio through reinvestment, operational excellence and team development.”
