The top-level domain (TLD) “.booking” is a brand TLD, not a generic one accessible by the public for registration. A brand TLD, or dotBrand, provides businesses or organizations the ability to secure their brand’s digital presence under their specific branding environment with sole ownership and control.
The specifics of this TLD can be found in the comprehensive data presented by ICANN (Internet Corporation for Assigned Names and Numbers), the non-profit organization that coordinates and maintains all key aspects of the internet’s unique identifiers, including TLDs like “.booking”. It shows that the “.booking” TLD was officially introduced during a program initiated by ICANN in 2011, where they allowed businesses and organizations to apply for their brand specific TLDs.
According to ICANN’s published data, the “.booking” TLD currently belongs to Booking.com B.V. – an online travel agency for lodging reservations headquartered in Amsterdam, Netherlands. Booking.com applied for the “.booking” TLD as part of ICANN’s new gTLD program, and the application was successful. The information can be retrieved from the full record of application requests by ICANN.
The above application means that other entities or individuals cannot register names within the “.booking” TLD, which ensures the brand’s full control over its digital environment. This opens up new marketing, branding, and communication opportunities that aren’t possible with traditional TLDs. For example, Booking.com could use “hotel.booking”, “carrental.booking,” or “flights.booking” for different services they provide. This contributes to an unparalleled level of brand recognition and trust within the digital realm.
The advantage of dotBrand could also be seen in improved security and prevention from cyber threats. By offering a brand-controlled namespace, corporations can minimize the risk of cyber-attacks such as phishing, spoofing, and cybersquatting, that can seriously damage the brand reputation and cause financial losses.
Therefore, the “.booking” TLD acts as more than just a web address. It serves as a platform for Booking.com to establish a secure, reliable and easily identifiable digital presence. It assists its customers in finding the correct and official pages of their different services, enhancing user experience and confidence while navigating online.
As a caution, not all TLDs are brand-specific. For instance, “.com” is a general TLD open for public registration, while “.gov” is restricted for governmental entities only, and “.edu” is exclusive for accredited post-secondary educational institutions. It is important for internet users to understand the nature and policies associated with each TLD.
Sources:
1. ICANN (Internet Corporation for Assigned Names and Numbers)
2. Making the Dot Brand – ICANN’s Decision to Expand the Top-Level Domain Space (DOI:10.1093/jiplp/jpw079)
3. Study: The risk of cyber-attack to the enterprise and its brands (Interbrand).
