Unconventional Holiday Stays in Pembrokeshire
In a remote area of Pembrokeshire, a structure that resembles a landed spacecraft emerges unexpectedly from the surrounding landscape.
Set against rolling farmland and dark night skies, the UFO-shaped pod appears intentionally out of place — a feature that increasingly appeals to holidaymakers.
The Spodnic UFO is part of a small, independently operated glamping site owned by Martin and Carol Anne Johnson, who have spent over a decade transforming what was once an "overgrown plot" around a derelict mill into a collection of unique holiday accommodations.
"People want to feel more from their holidays, often choosing the accommodation itself...over the location,"an industry expert noted.
Experience-Led Travel Driving UK Tourism
The couple’s approach reflects a broader shift in UK tourism, moving away from traditional accommodation toward what industry observers call "experience-led travel," where the accommodation itself becomes the destination.
Alex Wilson, co-founder of Host Unusual, explained:
"We have seen a huge growth in this sector, with searches for more experiential types of accommodation growing in demand by over 32% in recent years.
People just want something different."
Johnson added:
"They want an experience."
He suggested that this demand is less about specific cultural moments — such as space missions or science-fiction references — and more about a general desire for unfamiliarity and escape.
While themed dates like Star Wars Day on 4 May ("May the Fourth Be With You") generate seasonal interest, Wilson believes the appeal is more profound.
"It's a difficult one to narrow it down to,"he said.
"We get families who want somewhere different for the kids, and then we get adults who are big Doctor Who or space fans. But mostly, people are just looking for something unusual."
A Mix of Visitors and Experiences
The site attracts a diverse range of visitors, from families seeking adventure to enthusiasts drawn by detailed science fiction references, including a Tardis-style bathroom and optional costumes inspired by popular franchises.
For many guests, however, the experience is less about fandom and more about retreat.
Johnson observed:
"We find a lot of people come here and don't even leave the premises.
They'll book two nights, and come here because they've got their own private space, a hot tub — everything they need.
Money's tight for people, so they haven't got to go anywhere and spend further, they just come here to enjoy themselves."
This concept of self-contained escape has become a defining feature of recent travel patterns, with short domestic breaks offering a controlled and often more affordable alternative to longer holidays abroad.
Broader Impact on Tourism and Traveller Priorities
The effect extends beyond individual stays. Travel journalist Simon Calder noted that this shift reflects a significant change in traveller priorities.
"There's a divergence in what travellers 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 emphasized the wider economic impact:
"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."
Origins of the Pembrokeshire Site
The Pembrokeshire site’s origins were more modest. The couple initially purchased four acres with plans to restore a 17th-century mill and built a treehouse for personal use in the meantime. Their shift toward hospitality came later, as the "glamping" trend emerged.
Johnson explained:
"I was looking for something different. 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 conceal generators.
"I saw it on eBay and thought that's an interesting shape... I can do something with that."
The transformation process was largely improvised.
"I didn't draw anything out on paper,"Johnson 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."
The project was not without challenges. Engineering a functioning drop-down door designed to mimic cinematic spacecraft entrances proved particularly difficult.
"It was a hell of a task...a lot of trial and error,"he recalled.
Theatrical and Immersive Features
The final design emphasizes theatricality. Guests enter via a descending ramp accompanied by lighting effects and smoke, while hidden sound features provide unexpected moments of surprise.
One installation, triggered by flushing the toilet inside the Tardis, emits the sound of the fictional time machine taking off.
"I don't tell anybody,"Johnson said,
"then I ask them afterwards what they thought — it makes them jump out of their skin."
These details are central to the experience, as is the setting.
Built in 2017, the futuristic structure continues to attract attention. Passing helicopters have reportedly diverted from routine routes to take a closer look, and guests often arrive without knowing what to expect.
Johnson said:
"We quite often get people who don't tell their children where they're going.
Then they walk up the path and suddenly see it, and the kids just run wild, completely excited."
Variety of Unusual Accommodations Across the UK
For those seeking stays away from the norm, options across the UK include lighthouses, windmills, prison cells, and treehouses.
Wilson noted a steady rise in Wales of 'hobbit hole' style houses, converted grain silos, glamping pods near or over water, converted horse vans, and other former vehicles.
Among some notable examples are:
"We even have a cabin in the form of a dragon's eye, two UFOs and two woodland 'conkers'."
When asked why people seek unusual accommodation, Wilson emphasized the term "experiential."
"People want to feel more from their holidays, often choosing the accommodation itself these days over the location.
It's an interesting shift in the market dynamics, and one that we noticed 10 years ago when we launched the business."
