gazumps Adore Cruises in battle of valuable domain deals

The purchase of for $81,000 has upped the ante in a spot of domain name one-upmanship in the cruise retail world.

Based on today’s exchange rate, the purchases by equates to just £1,300 more than Adore Cruises was reported to have paid for earlier this month.

Adore’s owner Ian Gilder then claimed this was the most valuable purchase of a premium domain in the UK this year. said the purchase of the .co website address underlined the increasing importance of second level domains for brands looking to enhance their digital presence.

The $81,000 bill fell way short of the firm’s $1 million purchase of the ‘s’ in its name, when it bought

According to, the purchase is more than double the next valuable deal for a .co website, ($31,500) which significantly exceeded the next, ($18,500). join’s portfolio of domain names, including, and, as well as, which was purchased two years ago.

Seamus Conlon, managing director of, said: “People may have thought that we were crazy in spending so much money on the purchase of but it has certainly paid for itself as it is now the largest cruise community in the UK.

“As the internet develops further, it’s becoming more and more important to have the right URLs and that’s why we have invested in

“We also wanted a non-country specific URL for our future development plans. We need to make sure that we have control of this URL to ensure consistency across our brand and maintain our number one rating on Google across the various sites.”

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