Go-ahead for dot travel domain name

THE generic travel industry domain name dot travel is to be launched this year after being given the go-ahead by online governing body the Internet Corporation for Assigned Names and Numbers.

ICANN is leading the initiative to increase consumer trust online, particularly when purchasing products and services on the web.   The dot travel domain aims to effectively act as the badge of trust for online agencies, by creating a brand that consumers can trust when purchasing travel online.

As travel-related spending online accounts for almost a third of all web expenditure, the travel industry is one of the first industries to be awarded its own domain.

US-based online firm Tralliance Corporation is the registry organisation for the dot travel domain. President and chief executive Ronald Andruff said he anticipates “enormous interest and participation by the global travel and tourism industry”.

“The dot travel domain will strengthen consumer confidence in their travel purchases,” he said. Andruff claimed the big online travel companies are interested in adopting the new domain despite the massive amount of money they have ploughed into advertising and marketing their existing brands