Seren appoints Mark Wouters as COO

Welsh luxury hospitality group, Seren, has appointed Mark Wouters as its chief operating officer.In his new role, Wouters will be responsible for overseeing daily operations, “fostering a culture of innovation and service”, and guiding the strategic development of the group. He will report directly to founder and CEO, Neil Kedward. 

The Seren Collection added that the new role of COO has been created to “provide the leadership capacity to drive the group’s ambitious growth strategy”. 

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

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 and Spa, an ultra-luxury urban retreat in Beijing, he helped shape 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 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.

Wouters said: “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, CEO of Seren, added: “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,” said Neil Kedward. “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.”