Merging agency and branded apartments

The global serviced apartment and extended stay industry remains highly fragmented, with most players falling into one of two camps: agencies (including distribution platforms and TMCs) that aggregate supply, or operators that manage branded inventory. At a global level, it’s rare to find a company that oversees both. The merger of SilverDoor and Synergy Global Housing signals a major steps towards consolidation, creating a united force which combines a large, agnostic agency network with an established branded management arm.

While SilverDoor will continue its global agency services, a new division – Synergy by SilverDoor – will operate its own branded apartments across the US, Ireland, and the UK, with further expansion planned. SilverDoor gains a strengthened US presence through Synergy’s established operations, while Synergy benefits from SilverDoor’s network and booking technology. The joint venture will be led by Habicus with Ascott holding a strategic interest.

The dual-brand approach will allow the merged group to serve multinational clients through a single integrated solution. The challenge lies in synching platforms and integrating operations across multiple geographies – all to be achieved by early 2026.

Editorial commentary first published on Serviced Apartment News.