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Seren, the Welsh hospitality group, has announced the appointment of Mark Wouters as its Chief Operating Officer.

As COO, Wouters 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. As COO, Wouters will lead 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, Wouters 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.
His 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.
At The PuXuan Hotel & Spa, an ultra-luxury urban retreat in Beijing, he was instrumental in shaping the hotel’s opening strategy as General Manager, positioning it as one of China’s premier luxury destinations. His experience in Oceania began at the world-renowned Huka Lodge in New Zealand, where he joined as Restaurant Manager, before being rapidly promoted to overall General Manager of the Huka Lodge and its sister property, Dolphin Island, in Fiji.
Mark Wouters Chief Operating Officer of Seren, speaking of his appointment commented: “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.”