Agencies Eager to Enter .Travel Domain

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As accounting manager, Herb Deaton crunches numbers for Journey House Travel in Oklahoma City, but recently he has taken to trolling the Net in his spare moments.

Far from gawking at photos of new Tom Cruise squeeze Katie Holmes, Deaton has been checking the Web site of an obscure New York City firm Tralliance, which hopes to alter the shape of online travel marketing.

Tralliance and its marketing partner, the Travel Partnership Corp., hold the keys to the new .travel domain name, to be launched later this year, and 67-year-old Journey House wants a piece of the action.

I've been monitoring the site daily to get that as soon as they open up, said Deaton, …