The dot travel domain name has missed the boat as many online shoppers have already created their own website favourites, according to new research.
Internet hosting company UKFast said web savvy shoppers will have little interest in the new domain name.
It said 74% of consumers have developed personal lists.
UKFast managing director Lawrence Jones said: “The majority of companies such as British Airways are buying dot travel names only to secure them against competition. The real priority is to build brand loyalty with the price conscious consumer and make it into personal bookmarks.”
The study revealed online shoppers have three personal favourites for dynamic packaging with lastminute, Expedia and Opodo the main grouping.
“With bookmarking, consumers have already decided how to find bargains on the web,” said Jones. “The challenge is to get your brand into these lists by consistently delivering the best choice and most competitive prices.
“The American conglomerate running the dot travel domain is joining the web market late and simply looking to capitalise on those who are already achieving success.”
