A cruise operator has set a new record for the amount paid for a domain name by a British company paying £560,000 for the domain name Cruises.co.uk. Cruise.co.uk purchased the domain name Cruises.co.uk from a German travel company Nees Reisen ,so adding one letter to its existing domain.

The British record prior to this was recycle.co.uk which was recently bought for £150,000 by ASAP ventures. The world record for a domain name purchase is held by Sex.com which was reported to be £7 million by Escom in 2006.

The new owner of Cruises.co.uk said “We wanted the top positions so that when internet users are searching for cruise deals, reviews or news we are the first port of call."