UFOs and a Tardis – why unusual holiday stays are booming

UFOs and a Tardis – why unusual holiday stays are booming

A Unique Retreat in Pembrokeshire

Nestled in a quiet part of Pembrokeshire, an otherworldly structure emerges from the terrain, evoking the image of a spacecraft touched down. Set against rolling farmland and dark night skies, the UFO-shaped pod feels deliberately out of place—yet that very contrast is its charm.

Martin and Carol Anne Johnson have spent over a decade revitalizing a once-neglected area surrounding a forgotten mill into a collection of unconventional holiday stays. Their glamping site, Spodnic UFO, is part of a small, independently-run venture that has become a symbol of a growing shift in UK tourism.

“People want to feel more from their holidays, often choosing the accommodation itself over the location,” as one industry expert puts it.

The couple’s approach reflects a broader trend in UK tourism, moving away from traditional accommodations toward experience-led travel. Industry observers describe this as a movement where the stay itself becomes the main attraction.

“We have seen a huge growth in this sector, with searches for more experiential types of accommodation growing by over 32% in recent years,” said Alex Wilson, co-founder of Host Unusual.

Johnson added: “They want an experience.” This demand is less about specific cultural moments, such as space missions or science-fiction references, and more about a general desire for something new and distinct. Themed dates like Star Wars Day, on 4 May (“May the Fourth Be With You”), bring some seasonal interest, but the appeal runs deeper.

“It’s a difficult one to narrow it down to,” he said. “We get families seeking a unique getaway for children, and adults captivated by Doctor Who or space themes. But mostly, people are just looking for something unusual.”

Visitors range from families seeking adventure to enthusiasts drawn by the site’s sci-fi inspirations, including a Tardis-style bathroom and optional costumes inspired by popular franchises. Yet for many guests, the experience is less about fandom and more about retreat.

“We find a lot of people come here and don’t even leave the premises,” Johnson said. “They’ll book two nights, and come here because they’ve got their own private space, a hot tub—everything they need.”

This concept of self-contained escape has become a defining feature of modern travel patterns, with short domestic breaks offering a controlled and often more affordable alternative to longer overseas trips. The effect is also being felt beyond individual stays, according to travel journalist Simon Calder.

“There’s a divergence in what travelers want,” he said. “Sometimes they’re after a low-cost hotel with decent Wi-Fi. But for other trips they want somewhere with character and stories to tell.”

Calder said this wider impact is significant: “Inbound tourism is the most valuable element of any economy—it’s the closest thing you can get to free money, so exciting enticements are just what Wales needs.”

The site’s origins, however, were modest. The couple initially purchased four acres of land with plans to restore the 17th Century mill and built a treehouse for personal use in the meantime. The transition toward hospitality came later as the glamping trend began to gain traction.

“I was looking for something different,” Johnson says. “I fancied building a UFO, but doing it from scratch would have been too expensive.” Instead, he repurposed a fibreglass structure originally used during the 2012 London Olympics to hide generators.

“I saw it on eBay and thought that’s an interesting shape… I can do something with that,” he recalled. The transformation that followed was largely improvised. “I didn’t draw anything out on paper,” he said. “It was all in my head. I’d sit in the hot tub in the evening planning it, then try things out the next day.”

“It was a hell of a task…a lot of trial and error,” he recalled.

The final result leans heavily into theatricality. Guests enter via a descending ramp, accompanied by lighting effects and smoke, while hidden sound features add unexpected moments of surprise. One installation, triggered by flushing the toil, creates a whimsical atmosphere that underscores the site’s commitment to imaginative design.