The couple’s approach taps into a bigger shift in UK tourism, straying away from standard accommodation and towards what industry observers describe as “experience-led travel”, where the stay itself becomes the destination.
Alex Wilson, co-founder of Host Unusual said: “We have seen a huge growth in this sector, with searches for more experiental types of accommodation growing in demand by over 32% in recent years.
“People just want something different”
Johnson added: “They want an experience.”
That demand, he suggested, is less about specific cultural moments – such as space missions or science-fiction references – and more about a general appetite for unfamiliarity and escape.
While themed dates like Star Wars Day, on 4 May (“May the Fourth Be With You”), bring some seasonal interest, he believes the appeal runs deeper.
“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.”