Could Holiday.com Become The Most Expensive Domain Ever. Today.

Holiday.com is up for auction in London with some predicting the domain could be sold for as much as £20m (US$31,787,500). Or more.

If it gets to the £20m mark it will easily eclipse the sail of the sex.com, sold for $13m in 2010, though, according to a report in The Guardian, the founder of one holiday site claims to have paid $35m for VacationRentals.com.

The domain is being sold by Jag Singh from Breathe Luxury, a company that is selling the name on behalf of a client, along with more than 30 others including golfcourses.com and Arab.com. Singh told The Guardian he hopes a travel company, rather than a speculator, buys it, “so it becomes what it’s supposed to become”. The auction commences at 17:30 London time on Wednesday.

Of course, these are all reported sales and there are many unreported sales with some possibly far exceeding these amounts.

“There are one-word dotcoms that are probably acquirable [from their owners] for under $10,000,” Bill Sweetman, a domain names expert who runs Name Ninja, a consulting firm in Toronto, told The Guardian. For the more desirable ones, “you are probably going to be negotiating to buy it for tens or hundreds of thousands of dollars.”

The reserve price for holiday.com is US$5m, the same as arab.com. There are 35 domains in total up for auction with others with seven figure reserves including paradise.com, Kuwait.com, Iraq.com and Iraq.net, Other domains up for auction

Details on the auction are available at breatheluxury.nextlot.com/public.