He did ask for joining information, and was told runway. 27, he wrote it on his kneeboard, his passengers heard 27 as well .
As he was arriving from the east, it doesn't make sense he would deliberately waste more time and go for the runway not in use.
winds were southerly, so had no reason to think he was in the wrong.
In hindsight he should have said he was downwind for runway X and finals for runway X, perhaps then the ground operator would have picked up.
Thanks for the information Whopity, if he does get a CAA letter, i'll give him this thread.