The introduction of generic online domain name dot travel for the industry could see a dramatic reduction in search engine advertising costs.
Travel trade member organisations, including ABTA and the European Tour Operators’ Association, have started preauthenticating companies with the domain this week, ready for its launch on September 1.
A strong take-up of the domain by travel companies, and an effective consumer marketing campaign by registry Tralliance, could see search engines, including Google and Yahoo, lose influence in the business.
It’s hoped the new domain name will make it easier for consumers to find travel companies online without having to use a search engine. ETOA e-commerce manager Rachel Tym said: “If there’s a good take-up, it could lead to less spend with Google. The directory will be available for the consumer to look at and then click straight through to the company’s site.
“It would be much smaller than a Google search and there’s a higher chance a company will be found.”
Tym also said the domain could limit the effectiveness of companies advertising against rival brands.
ABTA manager for Internet services Darryl Nurden said the dot-travel domain could lead to a move away from Google advertising.
However, he added: “Many members are going to take the domain but not use it and just redirect customers to their existing web address.”