SilverDoor’s parent company unveils a new consultancy service for the corporate housing sector.

Published on Monday, November 28th, 2022 by Victoria Jackson

The parent company of SilverDoor this week announced the launch of a new sister company: Ariosi – a consultancy business for the hospitality and corporate housing sector.

A new Consultancy Service for the Corporate Housing sector
Ariosi Group Limited. will provide bespoke, independent advice to help corporate housing and hospitality businesses maximize their output and performance. The new brand and visual identity was unveiled in public for the first time and the team behind the company introduced its range of services.

The Habicus group currently compries corporate housing agent SilverDoor; luxury short-term rentals agent Domus Stay and, now, Ariosi.

Ariosi will help businesses develop capability, capacity and productivity through strategic consultancy, data and insights, and industry-specific training courses.

An entirely separate business from SilverDoor sitting within the Habicus Group, Ariosi will be led by new Chief Operations Officer, Joanna Cross.  Joanna is joined by Tracie Crombie who will take up the role as Head of Training for Ariosi.

Both Joanna and Tracie will be well-known to many in the corporate housing industry; Joanna is the former Managing Director of Clarendon Apartments and Sales and Revenue Manager at Supercity, and Tracie spent 15 years with Dolphin Square while running a consultancy for hotels and serviced accommodation. Sacha Sandhar, former International Expansion Manager at SilverDoor was previously a Commercial Analyst at Thomson Reuters and Serco; he joins Ariosi as Head of Insights.

Ariosi COO Joanna Cross said:

“We’re experiencing an unprecedented level of investor resilience, sector maturity, institutional appetite and a narrowing yield gap between hotels and Corporate Housing. Corporate Housing is no longer the poor cousin.

The continuing increase in market share represents a tremendous opportunity for operators to improve performance and profitability. We believe there’s value to the corporate housing industry in creating a centralised hub of knowledge, resource and advice. That’s what we are here to do”

Group CEO Stuart Winstone added:

“The group board and shareholders have long recognised the opportunity to harness intercompany opportunities, and the idea of a non-agency consultancy within our group is something we’ve been discussing for a long time. To combine the industry experience of Joanna and Tracie, with Sacha’s data and research background to lead this business is a truly formidable partnership and yet another jewel in the crown of our group of companies.”

The Ariosi brand name and visual identity was created and developed in partnership with Lancaster-based brand and digital consultancy EXP. Tom Grattan, Managing Director & Co-owner said of the project:

Tom Grattan, Managing Director & Co-owner said of the project:

“It’s been a pleasure to work with the company group on this exciting project and see Ariosi come to life. We formed a great working relationship with the team, completing in-depth competitor research, developing brand strategy and proposition, and ultimately an identity that complements the existing brands within the parent company.

The Ariosi identity reflects the company’s focus on data, insight, and growth, with ‘wings’ inspired by tangible growth, elevated performance, and a sense of rising together.”

Pictured L-R
Sacha Sandhar, Head of Insights, Ariosi
Joanna Cross, Chief Operating Officer, Ariosi
Stuart Winstone, Group CEO
Tracie Crombie, Head of Training, Ariosi
Marcus Angell, Group Founder and Chairman

For press enquiries please contact Senior Marketing Manager Victoria Jackson, on +44 (0)20 8090 8094 or email

About SilverDoor
SilverDoor Apartments is the world’s leading provider of corporate housing for relocation and business travel. Bringing together an inventory of over 3,000 property operators into one easy to manage relationship.

Global teams of experts source accommodation exclusively for corporate clients and utilize their wealth of experience to find the most suitable options and secure the best rates; industry-leading technology perfectly supports its multi- award-winning service model.

Orbi, the intelligent online booking tool, offers clients a unique range of features and functions, providing a complete and seamless experience.

About Ariosi
Ariosi Group Limited. will provide bespoke, independent advice to help serviced accommodation and hospitality businesses maximize their output and performance

Ariosi will help businesses develop capability, capacity and productivity through strategic consultancy, data and insights, and industry-specific training courses.

About Domus Stay
Domus Stay opens the door to some of London’s most outstanding and exclusive homes for short-term rentals. Born from an understanding of how people want to live and travel, Domus Stay combines exceptional properties with unparalleled service.

Domus Stay is a venture between independent estate agent Domus Nova – renowned for their design-led portfolio of properties in London and Ibiza – and Habicus Group, who have brought their industry-leading technology to build the Domus Stay platform.

About EXP
EXP is a strategic brand and digital consultancy that delivers cohesive and compelling experience-led solutions for brands that demand results.

Established in 2013, the consultancy goes beyond visuals to build successful brands through the lens of customer and client experience.

Their work spans multiple sectors including property, hospitality, ecommerce, education and professional services. Clients include Habicus Group, Lancaster University, City of York Council, Locality and Royal Westmoreland Barbados.