UFOs and a Tardis – why unusual holiday stays are booming
Unconventional Retreats: The Rise of Experiential Travel
Nestled within the quiet countryside of Pembrokeshire, a peculiar structure that looks like a landed spacecraft emerges from the terrain. Its otherworldly design seems intentionally out of place, a deliberate choice that resonates with modern travelers seeking something beyond the ordinary. This UFO-shaped pod is one of several unique accommodations at the Spodnic site, a venture run by Martin and Carol Anne Johnson. Over the past decade, they’ve transformed an abandoned mill’s surrounding land into a collection of imaginative holiday spaces, blending rustic charm with futuristic flair.
Shifting Priorities in Tourism
According to industry insights, a growing number of travelers are prioritizing the unique ambiance of their accommodations over the traditional appeal of a location. “People are increasingly choosing places that offer a distinct experience rather than just a place to sleep,” explains Alex Wilson, co-founder of Host Unusual. The Johnsons’ approach aligns with this trend, which industry analysts describe as a move toward “experience-led travel,” where the destination is the stay itself.
“We’ve seen a massive increase in demand for this kind of accommodation, with searches rising by more than 32% in recent years,” Wilson added.
While themed events like Star Wars Day occasionally draw attention, the appeal of such spaces seems broader. “It’s not just about specific cultural references—it’s about the thrill of the unfamiliar,” Johnson noted. Whether it’s a family seeking an adventurous escape or a space enthusiast craving a Doctor Who-themed bathroom, the core attraction is the novelty and immersion.
A Journey from Modest Beginnings
The Spodnic site began with a simple goal: restoring a 17th-century mill. The Johnsons initially purchased four acres of land with that vision, but a treehouse served as their temporary haven during the process. The shift to glamping came later, as the trend gained momentum. “I wanted to create something different,” Johnson recalled. “Building a UFO from scratch was too costly, so I found an alternative.”
“I saw a fibreglass structure on eBay—its shape intrigued me. I thought, ‘This could be the foundation for something special’,” he explained.
The design evolved through trial and error, with many details improvised on the fly. “I didn’t plan it on paper,” Johnson said. “I’d sit by the hot tub at night, imagining the setup, then test ideas the next day.” One of the most complex features was the drop-down door, mimicking spacecraft entrances. “It took a lot of effort to make it work,” he admitted, highlighting the blend of creativity and practicality behind the project.
Retreats with a Theatrical Edge
Guests are drawn to the site not only for its sci-fi aesthetics but also for its ability to provide a self-contained escape. “Many visitors stay within the premises, using it as a private sanctuary,” Johnson shared. The combination of a hot tub, secluded space, and immersive details like optional costumes creates an environment where relaxation and fantasy coexist.
“Money’s tight, so people don’t need to travel far. They come here to unwind and enjoy a space that feels like a story,” he said.
This trend reflects a broader change in traveler behavior, with short domestic trips gaining traction as a cost-effective alternative to international vacations. As Simon Calder, a travel journalist, pointed out, the demand for character-driven stays is reshaping how tourism is perceived. “Inbound tourism is vital for economies, and unique offerings are the key to attracting attention,” he argued, emphasizing Wales’ potential to benefit from such innovative concepts.
