The high levels of activity on this thread are impressive: well done the OP, even if many focused on your weight, weight of your Dawes, the philosphy of cycling, your fitness (or path thereto), the hilliness of Pembrokeshire. The OP has reiterated:
To reiterate; this isn't a question about how I can improve my average speeds, but to ask if other people find their averages knocked back by hills as much as I do. The answer seems to be pretty much in the affirmative, so thank you all for confirming and reassuring. I thought losing perhaps 6 mph to the terrain was unusual, but obviously not.
This is a derivative of the OP's enquiry. Taking a lateral step, for tour planning then, what allowance is it sensible to make for the amount of climbing/descent on a day's ride? I have wanted to do this to inform where to end each day on a mult-day tour.
For example if a LEJOG route is 1600km and the height gain/loss is circa 16000m and you want to break it into 'equal days. Doing it in 10 days divided purely on distance gives you 160km a day. But Day 1 has 2000m of climb. Stripping out the many other aspects (eg road type, quality of surface, conurbation concentration, expected prevailing wind) Is 150km + 2000m of climb going to be 'harder' than 180km and 1000m (eg Day 4)?
Or more simply, when deciding whether to go over or round a group of hills or spur, what is 100m of climb worth, in terms of the length of detour required? Walking has Naismith's Rule but I have been unable to find a persuasive equivalent for cycling planning.
@Globalti asked something similar 30 months ago with no decent answer:
https://www.cyclechat.net/threads/sort-of-equivalent-to-naismiths-rule-for-bikes.137044/
In another thread at:
http://www.cyclechat.net/threads/hills-how-bad.62439/ @hubbike suggested a x8 rule but
@andym doubted that (and I think it's too low too).
As a guestimate I have used a x25 rule before: for me 7.5km with 100m climb will take about the same time as 10km on the flat ((5km@30kph + 2.5km@15kph) v (10km@30kph)). But does this weight hills/climbing/descending too much? The fitter, faster and/or 'supported' cyclist will be less affected by the 'hilliness' of a ride and the laden tourer, but what is the range (of climb multiplyer) for planning purposes?