Further to the announcement of our merger with Synergy in August 2025, we’re pleased to share that, as of Wednesday 1st April, the two brands are officially integrated.
Just seven months after we announced the SilverDoor and Synergy merger, we’re now officially an integrated organisation operating under the SilverDoor brand, in one aligned technology ecosystem, and as one unified team.
This exciting final step in the process is the culmination of seven months of focus and commitment. The success of this integration is the result of adaptability and dedication from every person across both businesses, and it’s been wonderful to see how well we work together as one united team.
Full alignment at this stage is a huge achievement for us all and certainly the most significant milestone either company has reached.
Operationally, what does the completion of our integration look like in practice?
- The Synergy Global Housing brand is no longer in operation; everything now trades as SilverDoor
- All Synergy employees are officially part of the SilverDoor family
- The Synergy website has been retired; redirects are in place to silverdoor.com
A United Value Proposition Unlike Anything Else in the Sector
The fundamental aim of this integration was to allow our customers and supply chain partners to benefit from the combined offering as quickly as possible, while maintaining business-as-usual service standards throughout the process.
As a united force, our customers will benefit from:
- A seamless global service delivered by more than 400 people based across 14 global offices and on-the-ground support teams in key global markets across the US, China, India, the Middle East and Europe.
- A fully integrated technology infrastructure, with modern and scalable tools backed by combined investment and expertise: including an online booking tool (OBT), quoting, reservation, and billing engines, bespoke property management with e-distribution capabilities, APIs for connectivity and integrations, and the industry’s first Carbon Calculator.
- The most competitive pricing and strongest savings opportunities based on a combined buying power of 1.5 million room nights booked annually.
- Access to 1 million+ apartments from 3,000+ operators within the most trusted and diverse supply chain network and property portfolio, as well as our own inventory of branded residences in across the US and Europe.
As a unified network, our supply chain partners will benefit from:
- Expanded business opportunities and more accommodation requests in more markets.
- A larger, more varied set of customers with diverse requirements to suit every type of property.
- Stronger demand for online availability and live rates, and bigger technology resource to support connectivity growth.
- Proactive and strategic supplier account management from a dedicated Supply Chain team, providing resources, insights and educational events to help grow opportunities and improve their offering in line with what clients expect.
For our supply chain partners, this merger is a hugely exciting opportunity to come together with renewed purpose, united by shared goals and driven by the greater potential we can unlock collectively as one network.
Not to mention, from an operational perspective, the operators in our supply chain now have one agency partnership to manage rather than two. The ease and efficiency with which they can work with us now, without duplicating work for the same opportunities, is a real benefit moving forward – an efficiency that frees us all up to work smarter in innovating more accommodation solutions and expanding into new markets for our shared customers.
What’s Next for SilverDoor?
Looking ahead to the rest of 2026, we’re excited to expand operations into emerging markets across the Gulf and APAC regions – including opening new, or upgrading our existing, physical office spaces in locations like Dubai, Riyadh, Shanghai, San Francisco, New York, Houston and Seattle.
We’re also imminently unveiling our Synergy by SilverDoor brand, which will operate a curated collection of professionally managed apartments in key markets including, initially, the United States, Ireland, and the United Kingdom
Then, looking beyond 2026, we have ambitious plans for now until 2030 – this very merger represents the first step in that growth strategy, and it’s already unlocking the opportunities for the next to follow.
SilverDoor’s Chief Commercial Officer, Claire Barrie, said of our united organisation:
“The merger is a pivotal moment for us and for the industry we’re proud to be part of. Our combined scale and reach give us an incredible platform to grow into new markets, scaling both our own operations and those of our customers. We've brought together two organisations that share the same customer-centric values, and now we can deliver on those values faster, smarter and in more locations than ever before.
We've pooled our investment, our technology and our talent, and that means we can stop running in parallel and start pulling in one direction. Whether it's simplifying the booking experience, deepening our data capabilities, or expanding our on-the-ground presence from San Francisco to Shanghai, the goal is always the same: to become a true extension of our clients' organisations and help them meet their own objectives.
As we scale, we'll never lose sight of the personalised, tailored approach that has always defined us. Bigger doesn't mean less personal — it means we can offer a stronger service, more accommodation solutions in more places, backed by more experience and expertise.”
The Key Integration Milestones Leading to Completion
Monday 11th August 2025: Public announcement of the merger between SilverDoor and Synergy’s respective shareholders.
September 2025: Synergy and SilverDoor people start working together across our shared global offices.
November 2025: The leadership team for the combined organisation announced as Stuart Winstone as CEO, James Buckley as CFO, Martin Klima as COO, Hanish Vithal as CTO, Imogen Brettell as CPO, Claire Barrie as CCO, Alex Neale as CSO, and Leslie O’Brien as Chief Product Officer for the corporate housing management function of the business, Synergy by SilverDoor.
November 2025: After careful consultation, the decision is made to progress with silverdoor.com as the Online Booking Tool for the combined business with features from Synergy’s legacy tool integrated to enhance overall functionality for all users.
December 2025: The end of 2025 marked the retirement of Synergy’s founders Henry Luebbert and Jack Jensky. Henry and Jack built and nurtured Synergy over 26 years into a brand regarded as a highly customer-centric organisation which they both knew would slot seamlessly into the SilverDoor umbrella.
December 2025: We host our first joint industry event in collaboration with the RES Forum at SilverDoor’s global headquarters in London, England.
December 2025: We release our first joint Christmas film, which tells the story of Leo the Lion and what happens when a child’s most precious item is accidentally left behind thousands of miles from home.
January 2026: We unveil our brand-new website at silverdoor.com, complete with refreshed design and user experience, a state-of-the-art AI search function, and Resource Hub to host industry reports, trend- and research-driven content.
January 2026: Public announcement of our digital worker powered by Robotics Process Automation, an AI agent deployed to accelerate the inventory available to book instantly on our OBT.
January 2026: SilverDoor is named in BTN Europe’s coveted 2026 Hotlist – listed amongst other “individuals and organisations that are leaders in their field, challenging established norms and establishing best practice”. We were chosen following news of the merger, our partnership with IHG Hotels & Resorts, and RPA-powered digital worker.
February 2026: Our combined team represent together under a united brand at our first industry event, the CHPA Connect26 in Austin, and hosted our first joint international branded event – our Americas Property Partner Awards, where we celebrated our valued supply chain partnerships.
February 2026: We strengthen our presence in China with a new Client Services role based in our Shanghai office.
Wednesday 1st April 2026: The SilverDoor and Synergy integration is officially complete.
Proud to Continue Synergy’s Legacy
Finally, we want to acknowledge a wonderful 26 years of Synergy; it is our great honour to continue their legacy as a joint force under the SilverDoor name.
We’re saying goodbye to Synergy in name, but the reputation and partnerships they’ve built will continue under SilverDoor’s safe stewardship. This is an incredibly exciting new chapter for the Synergy team and all the customers and partners in our combined network – we’re looking forward to seeing what the onward journey has in store for us as a unified brand.
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