domain name sale could beat to be most expensive ever

Experts believe domain name could go for 'more than £21m'

Adam Withnall
Wednesday 05 November 2014 10:15 GMT
(Getty Images)

A new giant of the travel industry could be born almost overnight this evening as the domain name goes up for sale at an event in London.

Following in the footsteps of huge international businesses like and, the live auction from 5.30pm will be expected to herald one of the most expensive domain name sales of all time.

The auction will be overseen by the company Breathe Luxury, which described as “the Holy Grail for the travel industry” and said it easily had the potential to beat the record sale of for £8 million in 2010.

Repeated attempts have been made to buy over the past 16 years, when it has been owned by a US company that, according to Breathe Luxury, has finally accepted it cannot afford the investment needed to turn it into a viable business.

Owning would give any travel company a huge advantage attracting online customers, with the organisers claiming that more than 90 per cent of such businesses already use “holiday” across their sites as one of their top-five keywords.

Farad Laaforce, managing director of Breathe Luxury, told the Telegraph that taking part in the auction was “in these companies’ best interests because they will lose their market share once goes live”.

Web hosting expert Richard Winslow told the Guardian that search engines would “value” a memorable, one-word keyword like “holiday” as a domain name.

But he warned that it was not as simple as just buying the site and watching the customers roll in. “You need to have a business plan and to be able to use the name and market it effectively,” he said.

If it does sell as well as is expected, as a domain name on its own could outstrip the sales of, which went for £21 million and, sold for £18 million – all of which included the transfer of ownership of a complete business.

According to Business Insider, still holds the Guinness World Record for the most expensive domain name-only sale – around £8 million in 2010.

Pre-auction bidding for opened on Monday, while the main event will begin from 5.30pm at the World Travel Market exposition at London Excel.

And for those priced out of the auction, other domain names on sale include include,,,, as well as a host of “.tv” domains including,, and

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