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Neil Kedward
Neil Kedward is Chief Executive of Seren, a portfolio of independent hospitality businesses in Wales, including the Grove of Narberth Hotel in Pembrokeshire, Penmaenuchaf Hotel in Snowdonia, Michelin-starred Beach House Restaurant on the Gower Peninsula, and Lân y Môr Restaurant overlooking Carmarthen Bay. He also founded Routescape in 2018, a luxury travel company offering bespoke journeys across Great Britain, Ireland, France, and Italy, designed to immerse guests in the landscapes, culture, and cuisine of each region.
Since founding Seren with his wife Zoe in 2007, Neil has been instrumental in redefining contemporary Welsh hospitality, shaping experiences where design, culinary excellence, and a strong sense of place come together as the essence of modern luxury. The Grove of Narberth won Independent Hotel of the Year at the 2024 Independent Hotel Show, UK Independent Hotel of the Year at the 2022 Cateys Awards, and Hotel of the Year from Small Luxury Hotels of the World in 2023. In 2024, both Grove and Penmaenuchaf were awarded Michelin Keys at the inaugural awards.
Central to Neil’s vision has been a commitment to design. He has collaborated with some of the UK’s most talented designers to create interiors that are refined, atmospheric, and authentic - spaces deeply connected to their natural surroundings yet welcoming and comforting. For Neil, true luxury is less about opulence and more about creating environments where people feel a genuine sense of belonging.
Beyond Seren, Neil is Founding Director and current Chair of Visit Pembrokeshire, where he champions the role of the visitor economy in supporting rural communities. He also serves on the Board of PoB Hotels (since 2019) and UKHospitality in Wales, reflecting his genuine commitment to collaboration across the sector. Neil is recognised as a Master Innholder and a Fellow of the Institute of Hospitality, underlining his standing as a respected voice within UK hospitality. A true entrepreneur with a deep-seated passion for people and place, Neil brings a considered, practical perspective on how luxury is evolving in changing times — grounded in authenticity, sustainability, and community.
Sessions
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What is Luxury? Evolving Notions in Challenging Times06-Oct-2025Hotel Business Stage
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