Seren, the Welsh luxury hospitality group whose portfolio includes Grove of Narberth and Lan y Môr in Saundersfoot, has appointed Mark Wouters as its Chief Operating Officer.

Seren is a family-owned, single-management business, comprising Grove of Narberth in Pembrokeshire, Penmaenuchaf in Dolgellau, Lan y Môr in Saundersfoot, and Beach House in Oxwich.

Founders Neil and Zoe Kedward started their adventure in 2008 with the purchase of Grove, a derelict country house set in the Narberth hills. Lovingly restored Grove of Narberth is an independent country house hotel, idyllically set in the heart of Pembrokeshire, offering a romantic and intimate countryside escape.

Since then, they have steadily grown the business and added venues to become a well-respected and high-quality hospitality operator.

Lan y Môr, led by Chef Director Hywel Griffith, borders the golden sands of Coppet Hall Beach and offers the very best of Welsh coastal dining in a laid-back and unrivalled setting.

Today, Seren is a wholly family-owned business that celebrates Welsh history, culture, and community. Seren is the Welsh word for ‘star,’ and the company name represents its passion to nurture and support its teams, encouraging them to shine brightly and make a genuine contribution to the communities in which they are based.

As COO, Mark will be responsible for overseeing daily operations, fostering a culture of innovation and service, and guiding the strategic development of the group as it continues to grow and evolve.

This new role of Chief Operating Officer has been created to provide the leadership capacity to drive the group’s ambitious growth strategy. Mark will be leading Seren’s team of hospitality leaders and professionals to deliver the world-class guest experiences the group strives for. He will report directly to the Founder and Chief Executive Officer, Neil Kedward.

With a wealth of international hospitality experience spanning over 25 years, Mark has held senior leadership roles in some of the world’s most distinguished luxury hotels and resorts, including The Langham, Shanghai; The PuXuan Hotel & Spa in Beijing; Anthology Group across Asia; and the Huka Lodge in New Zealand.

Mark’s career has encompassed both large and small luxury boutique hotel venues, defined by a deep commitment to operational excellence, guest-centric innovation, and sustainable luxury. His most recent role as Managing Director of The Langham, Shanghai, saw him elevate the property’s profile through meticulous service delivery and team leadership. His tenure as Managing Director of Anthology, a boutique collection of hotels, clubs, and serviced residences in Asia, demonstrated his ability to craft extraordinary guest experiences in unique, remote settings.

“I am excited to join Seren Collection, a brand that resonates with my passion for authentic, luxury hospitality and sustainability,” said Mark Wouters. “With Seren’s strong foundation and inspiring vision, I look forward to working with the talented team to deliver exceptional experiences that highlight the best of Wales.”

Neil Kedward Chief Executive of Seren, said: “We are all thrilled to welcome Mark Wouters to our leadership team here in Wales. Having him on board is a real game-changer for us. His extensive experience across some of the world’s finest properties speaks for itself, but what really excites me is the way he thinks about luxury and leadership - calm, collaborative, and always guest-focused.

Mark’s journey from the vibrant, fast-paced metropolis of Shanghai to the rolling green hills of Wales, brings a unique perspective that aligns beautifully with our values here at Seren. We are not just adding a COO; we’re welcoming someone who’s going to shape our future in ways that matter. I can’t wait to see where we can take Seren together.

“We have already fallen for his well-travelled French Pug, Gingko.”