London, Houston & Singapore – SilverDoor’s shareholder, Habicus Group (Habicus), and Synergy Global Housing’s parent company, The Ascott Limited (Ascott), today announce that the two businesses of SilverDoor and Synergy are to combine their operations and unite their respective brands.
Both businesses are long-established and well-respected leaders in the serviced apartment, corporate housing and extended stay accommodation sectors. By coming together, the merged business will accelerate growth into new markets and pool investment into technology. The newly formed joint venture will be led by SilverDoor’s owner Habicus, with Ascott holding a strategic interest.
Following a brief integration period, set to complete in early 2026, the combined group will operate under the SilverDoor entity with two key brands: ‘SilverDoor’ for its global agency services, and ‘Synergy by SilverDoor’ for its global corporate housing management business. ‘Synergy by SilverDoor’ will operate its own branded apartments in core markets across the United States, Ireland, and the United Kingdom, with further international expansion planned.
Customers of the global agency will benefit from extended coverage and advancements in online booking technology, while supply chain partners will benefit from connecting to a single channel. Meanwhile, the Synergy by SilverDoor brand serves to unify the global team under the SilverDoor identity, while providing clear differentiation between properties that are directly managed and operated by the group and those sourced through the supply chain.
The combined business will be led by SilverDoor Founder and Executive Chairman, Marcus Angell and current CEO Stuart Winstone. It will be headquartered in London, employ over 450 people and maintain operations in 16 cities across 9 countries.
SilverDoor has set an ambitious growth target and business plan for the next five years and today’s announcement marks the first strategic step towards our growth goals. We’ve been closely following Synergy Global Housing’s own impressive growth trajectory over the past decade, and we’ve long regarded it as a highly customer-centric organisation that is focused on providing high quality service levels to its clients. The two businesses complement each other perfectly geographically, and by uniting them we’re excited to be enhancing our global proposition for our respective customers. Both myself and my wife Angie, who is the equal owner of Habicus alongside me, express our heartfelt thanks to Synergy’s Co-Founders Henry Luebbert and Jack Jensky for their friendship, trust and transparency throughout the years as competitors, but especially so in the recent merger discussions. My thanks also go to the team at Ascott, a longstanding and trusted supplier to our company for over 25 years, and whom I now warmly welcome as a valued joint-venture partner. Marcus Angell, Founder and Chairman of SilverDoor
SilverDoor is building the world’s leading hospitality marketplace for serviced apartments and extended stay accommodation. Partnering with thousands of high-quality, vetted partners globally, SilverDoor provides its customers with an unparalleled and agnostic view of the market. We’re now absolutely delighted to be bringing customers of both businesses an extended range of options as we combine our supply chains. Complementing our global agency business, Synergy by SilverDoor will meet demand for serviced accommodation in locations where it either doesn’t exist today, or where existing options don’t meet a particular client need. The ability to create bespoke solutions for our new combined customer base is something that particularly excites me. I’m so grateful to Synergy co-founders, Henry Luebbert and Jack Jensky, for the incredible business and team that they have built over the last 26 years. It’s a great honour to be trusted to take the business forward and I’m delighted that the Synergy name and legacy will continue to be a key part of our future. Stuart Winstone, CEO of SilverDoor
Following a period of careful transition and integration, Synergy founding partners Henry Luebbert and Jack Jensky will retire from the business, leaving behind a legacy of innovation and leadership that has shaped the company’s success to date. Jack Jensky said: I am excited for our people, our clients and all of our partners around the world. This merger will bring together our organizations and expand our services, inventory offerings and leverage our technology solutions all designed to better support our customers at the highest levels. I have known Marcus and Stuart for years and have admired their global vision and leadership. I am excited about the future of our combined companies.
This merger brings together two strong platforms to unlock new avenues for strategic growth, and we are confident in the long-term value it will create for all stakeholders. Through our joint venture partnership with Habicus, the combined entity will complement and strengthen Ascott’s leadership in the extended stay segment, bringing us closer to a broader base of business travel and corporate housing clients. As a committed shareholder, we fully support Habicus’ leadership and look forward to seeing the global footprint of SilverDoor and Synergy by SilverDoor continue to grow in this next phase of expansion. Kar Ling Wong, Chief Strategy Officer of Ascott
About The Ascott Limited
Since pioneering Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore in 1984, Ascott has grown to be a trusted hospitality company with more than 940 properties globally. Headquartered in Singapore, Ascott’s presence extends across more than 220 cities in over 40 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the USA.
Ascott’s diversified accommodation offerings span serviced residences, co-living properties, hotels and independent senior living apartments, as well as student accommodation and rental housing. Its award-winning hospitality brands include Ascott, Citadines, lyf, Oakwood, Quest, Somerset, The Crest Collection, The Unlimited Collection, Preference, Fox, Harris, POP!, Vertu and Yello; and it has a brand partnership with Domitys. Through Ascott Star Rewards (ASR), Ascott’s loyalty programme, members enjoy exclusive privileges and offers at participating properties.
A wholly owned business unit of CapitaLand Investment Limited, Ascott is a leading vertically-integrated lodging operator. Harnessing its extensive network of third-party owners and in-market expertise, Ascott grows fee-related earnings through its hospitality management and investment management capabilities. Ascott also expands its funds under management by growing its sponsored CapitaLand Ascott Trust and private funds.
For more information on Ascott’s industry record of 40 years and its sustainability programme, please visit www.discoverasr.com/the-ascott-limited. Connect with us on Facebook, Instagram, TikTok and LinkedIn.
About CapitaLand Investment Limited
Headquartered and listed in Singapore, CapitaLand Investment Limited (CLI) is a leading global real estate investment manager (REIM) with a strong Asia foothold. As at 30 September 2023, CLI had S$133 billion of real estate assets under management, and S$90 billion of real estate funds under management (FUM) held via six listed real estate investment trusts and business trusts, and more than 30 private vehicles across Asia Pacific, Europe and USA. Its diversified real estate asset classes cover retail, office, lodging, business parks, industrial, logistics and data centres.
CLI aims to scale its FUM and fee-related earnings through fund management, lodging management and its full stack of operating capabilities, and maintain effective capital management. As the investment management arm of CapitaLand Group, CLI has access to the development capabilities of and pipeline investment opportunities from CapitaLand’s development arm.
As a responsible company, CLI places sustainability at the core of what it does and has committed to achieve Net Zero carbon emissions for scope 1 and 2 by 2050. CLI contributes to the environmental and social well-being of the communities where it operates, as it delivers long-term economic value to its stakeholders.
Visit http://www.capitalandinvest.com/ for more information.
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