A British travel company has just paid $1.1 million (560,000 pounds) to have an “S” added to their domain name. Well truly the “S” was not added, but instead the $1.1 million was used to purchase cruises.co.uk, they had already owned cruise.co.uk. The domain was purchased from a German travel company because according to the new owner “it was a necessary move to retain dominance in the rapidly growing market for ocean cruising.” The domain purchase came down to a Google search result where “cruises” has been ranked higher on Google with “cruise” following second.
While $1.1 million may not be the highest ever paid for a domain, that title is still being held by sex.com that was sold for $12 million in 2005 and porn.com that was sold for $9.5 million just last year. This sale however does count as the highest price paid for a .co.uk domain, breaking the previous record of $300,000 that was set in October 2006.