Those with reasonably long memories will recall the sudden burst of attention when the dot-travel domain extensions were launched in the mid-2000s.
Under the auspices of an organisation called Tralliance, travel brands, services and others could apply to have a new addition to their web addresses.
The idea for having something such as NewTravelBrand.travel was two-fold: existing domains ending in .com or a country extension (.es or .ca) would soon be running out and the descriptive extension would better identify a web service for users.
Tralliance has spent the past year celebrating ten years of the .travel domain strategy - a period that has seen other domain extensions hit the market, most notably in travel the launch by iCann (the official web domain registry) in 2011 of a bunch of other extensions such as .hotel or .airline.
But, a decade on, how successful (or otherwise) has the idea been?
Managing director at Tralliance, Byron Henderson, says the original test launch of the TLDs (Top-Level Domains) in October 2005 was hindered by limitations placed on it to vet registrations from third parties.
Although the strategy was to "view the next phase of TLD growth as one that was likely to build on specialised segments of the internet" (such as travel), the application process was a barrier for those looking to participate.
Henderson says the new system put in place in 2015 is more flexible, meaning .travel domains are open to anyone that "provides or plans to provide services, products or content in or to the travel industry".
Henderson believes the .travel extension ensures travel brands have "clear identities" and those then have "high value".
He says:
"One of the greatest successes of the first 10 years is a large number of official country sites using .travel, for example, Germany.travel, Argentina.travel, Cancun.travel, Russia.travel, Poland.travel, Colombia.travel, Canada.travel and many more. The same clear identity is seen in travel destinations and regions such as Alabama.travel or Ibiza.travel."
More than 18,000 registrations for .travel extensions have been made in ten years, Henderson says, with most of them from active travel industry brands.
Over a quarter of those issued are now used as the primary address for the organisation, with the others working as redirects back to the mothership brand.
Henderson claims the number of domains that are not used at all by the applicants (known as "parked") is "very low".
Despite the tens of thousands of registrations and examples (especially at the tourism organisation level), sceptics about the entire project have pointed out over the years that there is an obvious lack of major brands (such as airlines, online travel agencies, hotels, etc) using the .travel domain extension.
Tralliance says there are more than 4,000 hotels, agencies and airlines using .travel domain names.
Henderson sees a reasonably bright future for the project, despite it not moving massively into the mainstream from a branding perspective.
He explains:
"The name industry is changing rapidly to one where a domain name is and must be seen as a part of a marketing plan where the domain name is integral to an identity and branding strategy, and part of broad marketing reach.
"This means that multiple domain names, in many markets and many business sectors, are an inevitable and cost-effective part of corporate marketing. We see global regions, for example, as very different from each other and each requiring a different strategy."
Henderson believes content is "easily transportable", so a brand should use a portfolio of names to create a "cost-effective way to define and test markets, roll-out new products or lead branding programs".
Tralliance will continue to push the .travel concept into new regions (in terms of promoting it heavily) in the coming years, as well as add support for the Arabic and Chinese markets in the next 12 months.
Henderson doesn't believe the recent addition of other travel-related domain extensions will hinder the progress of the original .travel idea.
He says:
"The new gTLDs have been a valuable extension of the domain name market. More consumers are aware of the TLD industry.
"There is a diversity of offerings. Most importantly for us, the value of an experienced and stable TLD with a clear brand identity and successful global registrants is more and more apparent each year."