A consequence of the massively growing mobility during the latest decades has been the emergence of a series of travel phenomena that are alternatives to the more commercial and touristic forms of travelling. Transport systems have become markedly more efficient in relation to both time and economy. Humans travel over faster and more often over long distances by plane, train, and car. It has involved a democratisation of the global transport system. This boom of not only business travels but also private travels has globally had a great impact on the travel environment. Many people have become tired of being tourists, tired of being isolated from the local environt in hotels, severed from the authemtic local milieu. During the latest decade a new travel phenomenon has emerged. Through a qualitative analysis of this phenomenon, it is argued in the present paper that a new form of travelling that is a reaction against mass-tourism has an impact on the concept and place of ‘home’. This phenomenon appears in a particularly clear way on the Internet, where online services reach out to private consumers with a need for mobility at different economic levels. The Internet had allowed for the successful evolution of I have here chose to call private-hotelism, satisfying the needs of both parties involved. Private-hotelism consists on the one hand in creating non-touristic places of residence during travels, and on the other hand in generating revenue that can cover one’s own travel expenses while renting one’s own residence to other ‘travelers’. Ironically, due to online dissemination, this phenomenon has by itself developed into a tourist attraction in its own right. Through a visual ethnographical and discursive analysis, the present paper describes how the ’private home’ is transformed into a commodity, becoming the object of the ‘tourist gaze’ (Larsen, Urry 2011). It is demonstrated how private-hotelism not only allows for new non-touristic travel destinations, but also creates the basis for a less locally confined existence and promotes a new cosmopolitical lifestyle
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