As if starting up a business and marketing a new brand is not challenging enough on its own merits, doing it in a new top level domain name space adds its own share of trepidation along the way. When AURA Travel was an online start-up, it was set to revolutionize, commoditize, and standardize the holiday rentals by owner niche of the accommodation market, while providing an online platform that easily facilitates listing, search, and booking of holiday rental properties.
The business name the company chose – AURA - has its own historical reasons and drives. This was only half of the challenge. Choosing an online domain name extension was the other half. Because AURA was effectively launching a new online, unknown brand, the domain name extension in itself was considered a quintessential component of the brand. The popular TLDs (i.e., .com domain space) was not only saturated, but also somehow monotonously insignificant due to its popularity.
Scouting the web for alternatives, AURA arrived at the .travel extension as a part of a number of domain name spaces offering specialization for different industry verticals. The .travel domain made sense instantly. This is what AURA’s new business was offering - accommodation for people who travel - for business, for pleasure, or for no reason at all. What it did, is what travelers needed, whether looking for a place to stay while in vacation around the globe, or booking a weekend escape a couple of hours’ drive away.
As much as the domain name made sense, it was initially dismissed, because at the time it was too new and unknown. Let's face it, who is not scared of the unknown? Eventually, however, AURA came back to it and decided to launch its brand new business on a brand new domain name space that made sense to what it did. The company was excited and full of start-up spirit. It was all new and starting from scratch, so why not give it a go?
The company was no longer just AURA - it became aura.travel. Now the results speak for themselves. AURA considers its journey so far a great success and is looking forward to further expanding globally. The company will never give up its aura.travel identity for the world.
AURA welcomes anyone who wishes to join them - property owners, travelers looking for accommodation, or industry peers wanting to improve the status quo. You can read more about AURA.travel at: http://aura.travel/
Details of the .travel domain program may be found at www.travel.travel and through any .travel authorized registrar listed at www.registrar.travel. Please address any inquiries to firstname.lastname@example.org .