We used the recently finished Berlin based ITB, the world’s leading travel trade show, to promote the .hotel top-level domain and to maintain research on the chances of .hotel. Networking at ITB means to gather with more than 180,000 visitors, among these 108,000 trade visitors, and over 10,000 exhibitors from 180 countries. The ITB also provides unique opportunities to benefit from the leading think tanks of the global tourism industry. All levels of the .hotel value creation chain are present: hotel chains, booking engines, suppliers, providers, and individual hotels.
Statistics reveal that there are globally more than 250 registrations of domain names with the string “hotel” inside each day. This adds up to over 100,000 domain names each year. With over 80 million domain names the .com name space is quite overcrowded and the new “hotel” domain names are getting longer and longer each over time. Domain names like www.24hotelonlineboston.com are the standard case today, even hotels with a brand may only find www.marinahotelsingaporeonline.com.
We did targeted market research on .hotel at the ITB 2007 international tourism fair here in Berlin to figure our who might benefit and like .hotel domain names most. Interestingly, small to medium hotels where the most enthusiastic promoters for .hotel while big hotel chains and hotel associations rather asked why they could not make .hotel themselves as an extension of their business.
If you are interested in buying merchandise articles with our logos and trademark terms please visit our .hotel Spreadshirt Shop to get T-Shirts, Coffee Mugs or environmentally friendly bags.
At about the time we started the .berlin top-level domain project we also evaluated other areas where there is a need for an own top-level domain. We started with figuring out which common terms are often used in domain names. Among the results where the terms “jobs”, “music”, “online”, “game” and of course “hotel”. All these terms with second-level domains in the gTLD name spaces, primarily .com, but also .org or .info. The term hotel is used by over a million domain names from www.designhotels.com to www.paris-hotels.com.
During our research we also got a lot of positive feedback from hotels on the .hotel concept since online marketing is going to become a major contributor to the promotional efforts of the hotel industry.