Seems like an (internet) age ago, but 2011 and 2012 saw a huge marketing campaign for businesses to buy additional web domains.
The idea was supposed to be quite simple: web naming regulator Icann wanted to the restrictive 22 domain extensions (such as .com, .co.[country], .biz, etc) and open up the web to an almost infinite number of new forms.
The expansion of the so-called Generic Top-Level Domain (GTLD) system would allow companies or individuals to create extensions based on geography, brand name, subjects, groups or individuals.
The move was in part due to a desire to introduce the entire web domain registry to Arabic, Chinese and other scripts.
The new endings would start hitting in the web during 2012, with organisations and individuals urged to apply to Icann to register their interest.
The .travel domain had already been in play since 2005, when an organisation known as Tralliance had overseen its introduction, but - fast forward to 2015 - there was very little take-up amongst existing or new travel brands.
By June 2012, Icann had released details of some of the travel-related domains that had been snapped up.
Google applied for the .fly and .car domain extensions, part of a collection of applications which the New York Times had suggested was worth almost $19 million in application fees alone.
Despite the heavy promotion and discussion, additional domain extensions didn't particular resonate with many travel brands.
Commentators argued that the move just wasn't as relevant an idea as arguably it was a few years before, and perhaps Icann should throw its weight instead behind cracking down on cyber-squatting.
Now, after a quiet few years on the GTLD front, global hotel giant Marriott has announced what could be a significant change to its web strategy.
The chain says it is implementing a "journey beyond .com", in a move which is expected to be carried out across the portfolio of properties.
The company will introduce .marriott as a domain extension to some web addresses.
This, it argues, is the company "helping to pioneer how businesses use this new type of top-level domain as a opportunity to evolve, innovate and simplify your online journey".
The idea is that consumers, when they see .marriott on a web address, will be reassured that the website is a "trusted Marritt affiliation", rather than a cyber squatter or one of countless affiliate link farms.
Marriott obtained authorisation for its use of .marriott in April this year.