Mall of America

Published on Tuesday, November 7, 2006

.travel looking for critical mass

The new Europe and Middle East boss charged with developing the .travel domain aims to sign up local partners to drive take-up.

Former managing director Daniela Wagner is speaking to an initial six countries at World Travel Market.

As Europe and Middle East managing director of the .travel registry Tralliance Corporation, Wagner is responsible for 34 countries.

Her aim through the partnership scheme is to get local markets involved in highlighting the benefits of travel companies signing up for the .travel domain and new search portal

Less than 25,000 companies have paid $100 to adopt the .travel domain since its formal launch in January, with more than half in the US.

Wagner said the next six months would be critical in promoting interest in the portal and gaining consumer awareness of its benefits.

“Once we have a critical mass we can start promoting to consumers and then it becomes a spiral effect,” she said. aims to provide qualified internet search results prioritising destinations and businesses that have been authenticated. Priority is given to .travel registrants eliminating the need for consumers to trawl pages of irrelevant results or visit websites which may not be reputable, according to Tralliance.

Report by Phil Davies    

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