The Pop Up Hotel (TPUH) is expanding its presence in the sports event accommodation sector, aiming to offer attendees of major events a distinctive blend of temporary lodging and immersive experiences. Founded in 2011 by property development specialist Mark Sorrill and his wife Vicky, TPUH initially launched at the Glastonbury Festival and has since broadened its reach to various international events.

At this year’s Formula One British Grand Prix at Silverstone, TPUH is operating its second site at the venue, now tripled in size to 360 units. The offering goes beyond traditional accommodation by fostering a communal atmosphere where guests can engage in activities such as conversations with champion drivers, fine dining, and enjoying amenities like a trackside swimming pool. According to Mark Sorrill, the company focuses on creating “shared, immersive experiences” rather than conventional luxury, developing a dedicated community for event enthusiasts that captures the spirit of the occasion.

TPUH manages all aspects of its operations, from hiring and construction to running and dismantling the site. The company's approach involves carefully curated programming and unique infrastructure to deliver a premium environment tailored to specific events. Looking ahead, TPUH plans to enter the golf market with a presence at the Ryder Cup in Ireland next year, as well as targeting opportunities at prominent horse racing and tennis events such as Ascot and Wimbledon.

The company’s growth strategy responds to evolving consumer preferences, with Sorrill noting a shift toward valuing human connection, real-world shared spaces, and memorable experiences over material possessions. Event accommodation historically ranged between basic camping and standard hotels located off-site, but TPUH seeks to bridge that gap by placing a “village” directly in the heart of the action. Additionally, the firm recognizes changes in audience demographics, including increased international travelers and a growing female fan base.

Despite its rapid expansion, TPUH faces challenges with stringent deadlines, as projects must be delivered on time without flexibility. Operations involve a small core management team supported by hundreds of contractors, while guests contribute to local economies during events. The Sorrills also emphasize the company’s social impact, providing young people with valuable work opportunities that have helped many transition into entrepreneurship and professional careers.

TPUH recently completed a £350,000 crowdfunding campaign that has fostered a committed community of investors holding equity stakes. The business projects revenues of £5 million to £8 million for the fiscal year 2027/28. New partner Rufus Mountain-Lawrence has joined the leadership team, and Sorrill acknowledges motorsport figures Nick Read and Stuart Pringle for their support in extending and diversifying the guest experience at Silverstone.

Regarding potential expansions, Sorrill confirmed that a budget version of TPUH is under consideration. He cited the Marriott Hotel model—which features celebrity appearances on stage rather than informal settings like breakfast—as an accessible example that could inform future offerings.