All the section's good evaluations regarding this place are correct.
A traditional setting which doesn't sound false, as it often happens in many cunning hotels.
Look at the old fashioned open-air sofas and their view on the valley.
Try how comfortable can be a room carved in the rock (but we also tried - with pleasure - a multi-window extralarge room in the building).
Sip a late drink in the night in one of the terraces overlooking the village.
Give yourself enough time in the morning for the rich breakfast.
... But also enjoy the discreet presence of technology and the staff's ability with it (we got a complete assistance in downloading and saving picture files from different memory cards; internet available 24/24 hours).
You'll find at your disposal any tv channel on more satellites; i.e. a lot of channels of your Country. Very few hotels all over the world give you such a choice.
About service, kindness without ostentation; they spontaneously offer maps and assistance for planning excursions; etc. etc.
The central position of the common spaces makes it easy to get in touch with other guests ("travellers" more than simple tourists), to exchange experiences.
In short, at Kelebek there is the right atmosphere...
See pictures attached.

Grazia, Mario & Giorgio Ivan from Roma

Goreme is a really friendly little town in a gorgeous setting. Serap and her staff embody this. They are delightful, helpful and very laid back. The hotel is very resonably priced with excellant facilities (including the MOST comfortable beds in Turkey!) and in the best position overlooking the valleys but still just a short stroll to town. Their guide was enormously knowledgeable, open, ecologically minded and fun. You must go there!!!

We stayed in the boutique bit, with a huge room, sitting room, ensuite (which all worked) and an old door with a huge key, as mentioned in some other reviews. Room 103, I think ours was, the Stable Room, partly cave room which I liked, but my wife found slightly claustrophobic - all very comfortable and yes, it is up a hill, but having to eat their huge, very nice breakfasts, is a fair price to pay. We booked the recommended Ballon tour through them as well as our internal air flights, all of which was arranged with great care by Serap - The balloon flight itself was magical - it has to be a Must-do for anyone going to Cappadocia. You must try the Rice Puddings from the local cafes whilst there, too.

We stayed at Kelebek Pension, rooms 4 and 9. Room 4 is in totally in the cave, has a partial view of Goreme. The room is very basic and has the smallest bathroom I've ever seen. The sheets and towels were clean, but the cover on the bed was so dirty with stains on it.

It was a busy period when we stayed there, and the staff asked us to leave in half an hour, by saying the check out time was 10 a.m.. I've never heard 10am check out anywhere in the world!!! We would already leave, but it was definitely a rude behaviour.

The best part of the pension is its outdoor terrace where you get your breakfast as well. It has a very good panaromic view of Goreme.

In my opinion, Kelebek Pension is an overpriced accomodation, and being on Lonely Planet made them a bit arrogant. But if you wish to stay there, at least stay in a cheaper room (room 7 for example) and enjoy the view.