Independent Hotel Show catches up with Karen de Koning, General Manager of Seren Collection's Grove of Narberth, winner of Independent Hotel of the Year at the Independent Hotel Show awards, to learn more about the hotel's unique location in the heart of Pembrokeshire and the joy of creating lasting memories for guests. 

How did it feel to be named Independent Hotel of the Year 2024? 

It was a great honour for the whole team and we couldn’t be prouder to have been named Independent Hotel of Year, especially when you consider the incredible selection of other hotels also shortlisted for this award. 

What does this award mean to your team and your guests? 

The award means the world to all of us as it highlights and rewards all the dedication and care the team put in to looking after our incredible guests every single day. 

For those who’ve never visited, how would you describe Grove of Narberth? 

Grove captures you with a special feeling as soon as you arrive at the front gates. It’s nestled into the rolling Narberth hills and is the perfect place to escape from the hustle and bustle. It’s a place to slow down and enjoy our sincere hospitality, wonderful Welsh food and explore the beautiful Pembrokeshire coast and countryside.

How has your location in Pembrokeshire shaped your identity as a hotel?

Pembrokeshire is at the heart of who we are. It’s more than just a backdrop as it shapes everything from our food to our philosophy. Surrounded by rolling hills, ancient woodland and wild coastline, Grove invites a slower pace and a deeper connection to nature. The landscapes are peaceful and grounding, and that serenity finds its way into everything we do. You’ll find it in the warmth of our welcome, the local ingredients on every plate, the view from your window, and the gentle pace of a stay here. Being rooted in Pembrokeshire means we carry a strong sense of place and purpose and sharing that with our guests is one of the great joys of what we do.

What role does your team play in creating memorable guest experiences? 

Our team here at Grove of Narberth have such a warm and caring attitude that it makes you feel right at home. It gives me the greatest joy to work alongside every single one of them. The smiles are genuine, and we love nothing more than creating lasting memories for our wonderful guests. 

What’s your approach to recruitment and retention of staff? 

We focus on recruiting locally wherever possible, placing real value on finding individuals who have a genuine passion for hospitality. Our approach is about growing together, supporting each team member to reach their potential in an organic and collaborative way. Introducing a four-day working week for our operational teams has also been a key factor in staff wellbeing and long-term retention.

What sustainability initiatives are you most proud of at Grove of Narberth? 

We’re incredibly passionate about championing a greener future and we’ve had a green action plan in place since opening the hotel. Instead of needing to incorporate a climate–conscious work ethic into our practices, we took a different approach and made them a pivotal part of how we work and run the hotel from day one. 

How do you stay connected with and support your local community and suppliers?

We have an incredibly close relationships with our local community and our suppliers, they are part of what defines our wonderful heritage and culture. We work together with Craig Evans, a local foraging expert, who offers incredible foraging experiences around our stunning coastline. He runs several types of courses throughout the year to educate people about edible sea food, and how and where to find or catch it, in a sustainable and ethical way.

We are lucky to have Velfrey Vineyard just 6 miles away from the hotel. Andy and Fiona Mounsey specialise in the production of award-winning sparkling and still white and rosé Welsh wines.

We also work together with Ewan and Laura Rees from VIP Wales, who take visitors on tailor-made tours of Pembrokeshire, and help our guests discover the very best of the county’s coast and country.

What’s next for Grove of Narberth? Any exciting developments or plans for the future you’d like to share?

Over the coming year we want to keep building on past successes and work on our recently signed off extension at the back of our existing building. The approved plans will see a small number of additional guest bedrooms created, alongside new back of house facilities for staff. This will happen in the next couple of years. 

What do you think is the biggest opportunity for the independent hotel sector right now? 

At Grove, we’ve seen growing demand for immersive, slow travel experiences, with guests looking for deeper, more meaningful connections to the places they visit. Our new e-bike hire has been hugely popular, offering a sustainable way to explore the countryside and engage with local Welsh heritage. There’s also increasing interest in educational activities like garden tours and craft workshops, where guests can relax while learning something new. It reflects a wider shift towards purposeful getaways that combine rest with enrichment—an exciting opportunity for independent hotels to offer more thoughtful, experience-led stays.

How do you see the independent hotel sector evolving over the next few years?

The sector needs to become more confident in embracing new technologies and AI — not as a replacement for people, but as a tool to reduce time spent on admin and data. Used well, it frees us up to focus on what really matters: spending more time with our guests and supporting our teams.

Find out more about the stunning Grove of Narberth in Pembrokeshire at grovenarberth.co.uk.