Going Up for Auction, one of the most valuable travel domain names, is coming up for auction during the World Travel Market event in London. The auction for is being conducted by a company called Breathe Luxury, and it will be held on November 5, 2014 at the London Excel. World Travel Market is billed as “the leading global event for the travel industry,” so it makes sense that this domain name auction would be held while the event is taking place.

The Telegraph published an article about this domain auction, and wrote that the “ domain name ‘could sell for £21m’.” If that happens, it will be one of (if not the) largest domain name sales of all time.

Here is what the auctioneer had to say about the domain name and upcoming auction on the company’s website:

“ has been with its current owners for approximately 16 years and some believe it to be the “Holy Grail” for the travel industry. With many major travel companies battling to acquire over the years, in order to increase their market share, has failed… it is only now that the owners are at ease to part with it.

Here at Breathe Luxury we believe that has all the hallmarks to be the No.1 leading travel brand and dedicated online platform in serving holidaymakers worldwide. As the keyword ‘Holiday’ is so widely searched on major search engines that over 90% of online travel businesses are using ‘holiday’ as one of their top 5 keywords search term, to reach customers online.

Breathe Luxury intends to give the best platform and stage it truly deserves, and where better, then WTM (World Travel Market), the leading global B2B event for the travel industry, It is a unique opportunity for the whole global travel trade to meet, network, negotiate and conduct business.”

If you visit, you can see the same message about the auction that Breathe Luxury has on its corporate website. This is a good move because it’s helping to cast a wider net of prospective buyers. It can also help reassure potential buyers that the auction is legitimate especially those people who may not be familiar with the auctioneer.

Breathe Luxury appears to be the broker for several other exceptional domain names, including,,,, and several other top tier domain names. Neither the reserve price nor the expected sale range has been released for or any of the other domain names.

I posted a poll to gauge what you think is worth.

Thanks to Jeroen for sharing this with me.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. That’s a killer domain name. We’ll see about £21m… But I could certainly see it selling for $5m-$10m if the auction house can court the right buyers.

  2. Normally companies who are interested in a name like this don’t go buying a name like this in an auction format. You won’t have 10 or so people in the room outbidding each other in the in 20-30 million range. But if it happens great I hope it does.


  3. Who in the world says we are going on a Holiday. Maybe in the movies. I just checked your poll and there are already 11 votes for over 20 million and 5 votes for 10-20 million and 15 votes for 5-10 million. That’s some good shit you guys smoke. Maybe a couple million but anything close to 5 million is a stretch. I’ll nail it at 2.5-3.5 million.

Leave a Reply

Recent Posts

Trademarkia Hiring Lead Developer for Domain Registrar Integration

Trademarkia is a website I use occasionally to perform trademark-related searches. This morning, I noticed a job listing the company posted on LinkedIn that...

SquadHelp Ultra Premium Marketplace Goes Live

🎉 It's here! The Ultra-Premium Marketplace is live We've partnered with @HilcoDigital to curate an incredible collection of domains. More additions coming soon! 🌟 Check it...

ROTD Auction Web3 Domain Names

According to a press release I received a moment ago, Right of the Dot is auctioning "Web3" domain names in partnership with Unstoppable Domains.... Dispute Gives Guidance on Common One Word Domains

The latest #UDRP Digest (Vol 3.37) is out now! Read about some interesting cases including,, and more, with commentary from @dnattorney...

BuyDomains Discontinues Sharing Domain Name Sales

BuyDomains owns and operates a very large domain name portfolio consisting of hundreds of thousands of domain names - possibly millions. Many of the...