Spending seven-figure dollars? Accor acquired ALL.com to upgrade the brand domain name

Three-letter premium domain name ALL.com was registered in 1995 and has recently been transferred to the corporate brand protection service platform CSC account. Domain broker Jamie Zoch revealed through Twitter that the renowned international hotel company Accor S.A. has acquired the exceptional English domain name All.com.

Founded in 1967 and headquartered in Paris, Accor S.A. is a comprehensive international hotel group with a range of distinctive international hotel brands. With 4,900 hotels, resorts, and residences in 110 countries worldwide, spanning luxury, upscale, mid-range, and economy brands, Accor S.A. offers diverse experiences to customers, standing as Europe's largest hotel group.

In 2019, Accor introduced the new lifestyle loyalty program, "ALL of Accor" (Accor Live Limitless), which aimed to communicate with guests through this platform, creating a global platform that integrates rewards, services, and experiences. Currently, the project utilizes the second-level domain all.accor.com, and this acquisition of the ALL.com domain name is likely intended for upgrading the brand domain of the "All of Accor" project.

Compared to the project's current second-level domain all.accor.com, ALL.com is more concise and impactful, aligning better with the corporate identity and brand value of Accor. Whether for marketing promotion or brand protection, securing All.com is a very wise move. It's likely that Accor S.A. will redirect the second-level domain to All.com in the near future, initiating a brand revitalization.

As for the exact transaction price of the domain name All.com, it remains unclear. However, as early as 2013, the external asking price for All.com was as high as $600,000 USD. This suggests that the transaction price speculated by foreign media might be in the high six or even seven figures.

Currently, both domestic and international companies are increasingly focused on brand building, recognizing the importance of "domain name equals brand." A good domain name is not only an internet entry point but also a reflection of a company's strength, contributing to brand trust and serving as a significant competitive resource. Below, we'll explore some classic examples of three-letter domain names!

Sex.com

When discussing three-letter domain names, Sex.com cannot be overlooked. Registered in 1995, the domain was once owned by Boston-based adult entertainment company Escom, which declared bankruptcy in 2006. In 2010, the domain was sold to the Sedo platform for a staggering $13 million USD. Since then, the adult-oriented top-level domain sex.com has held the title of the most expensive adult domain name, recognized by the Guinness World Records. The website experiences high search traffic due to its easily recognizable and distinct name.

YES.com

Another premium three-letter domain name, YES.com, registered in 1996, is among the most frequently used English words both domestically and internationally. In 2018, it was traded for approximately €4.5 million (roughly ¥35 million RMB), becoming the second-highest three-letter domain name transaction after sex.com. It currently serves as the official website for an open banking ecosystem.

ETH.com

Registered in 2001, the three-letter domain name ETH.com reportedly changed hands in 2017 for $2 million USD (approximately ¥14.1 million RMB). With meanings like "e-specials," "easy pickup," and "easy shopping," ETH.com corresponds to the abbreviation of the Ethereum cryptocurrency, making it an ideal choice for building related terminal websites. Due to confidentiality concerns, the identities of the buyer and seller were not disclosed. Speculations suggest the buyer could be involved in Ethereum trading.

VIP.com

Registered in 1994, VIP.com was acquired by Vipshop in 2014 for $2 million USD (about ¥12.13 million RMB), replacing the old domain vipshop.com. Founded in 2008, Vipshop specializes in online sales of branded discount products, encompassing categories like fashion, beauty, maternity, home, and more. Currently, Vipshop stands as China's third-largest e-commerce platform.

YHD.com

Registered in 1999, YHD.com was purchased in 2013 for a significant sum to serve as the official website domain for 1号店 (Yihaodian), an e-commerce site that pioneered China's online supermarket industry when it launched in 2008. Compared to its former domain yihaodian.com, yhd.com is shorter and more memorable, enhancing user experience and brand promotion.

Three-letter domain names boast outstanding advantages, including their brevity, ease of memory and input, rich meanings, and numerous corresponding terminals. On this foundation, .com domains of this nature have sold for substantial sums. Additionally, due to the scarcity of post-resource opportunities, this domain type offers a multitude of development prospects. As the internet industry evolves, it's evident that these domains are essential components of brand value, beyond trademark licensing fees.