UFOs and a Tardis – why unusual holiday stays are booming
UFOs and a Tardis – why unusual holiday stays are booming
Nestled amid sprawling farmland and starry night skies, a peculiar structure emerges from the landscape of Pembrokeshire. Its alien-like design draws attention, not because it blends in, but precisely because it stands apart. This UFO-shaped pod is part of a glamping retreat managed by Martin and Carol Anne Johnson, who have dedicated over a decade to converting an abandoned mill’s surroundings into a collection of imaginative holiday spaces.
The Rise of Experience-Centric Travel
According to industry experts, the couple’s vision aligns with a growing trend in UK tourism: prioritizing unique experiences over traditional destinations. “People are choosing the accommodation itself over the location,” remarked one analyst. The concept of “experience-led travel” has gained traction, where the act of staying becomes the main attraction. Alex Wilson, co-founder of Host Unusual, noted that searches for unconventional stays have surged by over 32% in recent years. “It’s about seeking something different,” he explained.
“People just want an experience,” added Johnson. “The appeal isn’t always tied to specific cultural moments like space missions or sci-fi references—it’s more about craving novelty and escape.”
While themed days such as Star Wars’ “May the Fourth Be With You” add seasonal flair, the deeper draw lies in the desire for something offbeat. The site’s visitors range from families seeking adventure to fans of pop culture, lured by features like a Tardis-style bathroom and optional costume rentals. Yet, many guests find the experience rooted in tranquility. “They don’t even leave the premises,” Johnson observed. “With a private space and a hot tub, they just come here to unwind.”
From Modest Beginnings to Futuristic Retreats
The journey to this unconventional destination began with simpler plans. The couple purchased four acres to revive a 17th Century mill, initially building a treehouse for personal use. The shift toward creating a glamping site came later, as the trend grew. “I wanted something different,” Johnson recalled. “Building a UFO seemed exciting, but starting from scratch was too costly.”
Instead, they repurposed a fibreglass structure originally used during the 2012 London Olympics. “It was on eBay, and I saw its shape as interesting,” he said. The design process was improvised, with no blueprints. “I’d plan in the hot tub at night and test ideas the next day,” he described. Challenges arose, particularly with engineering a drop-down door to mimic spacecraft entrances. “It was trial and error,” he admitted.
The result is a blend of theatrical flair and practical comfort. Guests are greeted by a descending ramp, accompanied by lighting and smoke effects, while hidden audio elements create surprising ambiance. One such feature activates with the sound of a toilet flush, adding whimsy to the stay. This creative approach reflects a broader shift in how travelers prioritize their journeys, favoring intimate, story-rich escapes over long-distance adventures.
“There’s a divergence in what people want,” said travel journalist Simon Calder. “Some seek budget-friendly hotels with reliable Wi-Fi, while others crave places with character and history.” He emphasized the economic importance of tourism: “Inbound tourism is the closest thing to free money, so unique offerings are exactly what Wales needs.”
