Online Revealed Calgary 2008

organizations understand that this is THEIR domain. As CEO of Tralliance, his organization was responsible for the administration and marketing of dot travel both to the industry and to the consumer. It was critical to get critical mass and industry buy-in prior to marketing to consumers as the value proposition (being able to type in any destination and travel supplier followed by dot travel into the browser address bar and being directed to the official website of that respective organization). Ron also set up an organization (TTPC) that independently from Tralliance was responsible for the protection of the policies and rules of the authentication process, the crown jewels of the concept. The authentication process made sure that only the correct owner of a brand was able to register the respective domain name(s), and that destination, heritage sites, countries, cities, etc. (called place names) were protected from for a period of time (and major destinations such as countries were protected forever). These registered and authenticated domain names were then fed into a database that populated an online directory and search engine. A brilliant idea and all seemed to go so well….but what happened? I believe that dot travel domain name is still a powerful domain name, which will not go away. The domain name is pure and at least for English-speaking markets and search engines, brings tremendous value. That has very little to do with the concept overall, however it is obvious that if the concept could have been executed, the use of the domain name for travel organizations would have been a lot more powerful simply because the consumer would have seen the value proposition. It’s a little bit like Google, a superior search engine technology became the most powerful Internet company, not by spending billions in advertising but just by being consumer centric. Read the entire post at www.tourisminternetmarketing.com Jens Thraenhart is a global travel, tourism and hospitality strategist who operates the Tourism Internet Marketing Blog (www.TourismInternetMarketing.com), and is Editor-in-Chief of the “Tips from the T-List” (www.TipsFromTheTlist.com). Most recently Jens held the position of Executive Director of Marketing Strategy, with the Canadian Tourism Commission (CTC), and now has launched his consulting practice Chameleon Strategies www.ChameleonStrategies.com). Jens was the first co-chair of the Online Revealed Canada Conference and played an instrumental role in launching the first event in 2006. chicks that love to travel usually like talking about it even more! Share travel stories, reviews and dreams at chicksaway.com onlinerevealed.com | ONLINE REVEALED CANADA 2008 | 9 http://www.tourisminternetmarketing.com http://www.tourisminternetmarketing.com http://www.TipsFromTheTlist.com http://www.ChameleonStrategies.com http://www.chicksaway.com http://www.chicksaway.com http://www.guestserve.com http://www.triple.travel http://www.triple.travel http://www.guestserve.com http://www.onlinerevealed.com

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