The domain name landscape continues to expand, with three new top-level domains (TLDs) launching for businesses and brands: .FLY, .EAT and .HERE.
Operated by Google Registry, the new extensions provide businesses with more options to create relevant, memorable domain names connected to their industry, services or location.
Importantly, Sunrise is now open, giving eligible trademark holders an opportunity to apply for domains matching their trademarks before the extensions become available to the wider public in November.
For organisations operating in travel, hospitality, food, retail, tourism and other location-based industries, the new extensions may be worth considering as part of their broader domain and brand protection strategy.
.FLY: Built for Travel and Aviation
.FLY is designed for organisations and brands connected to travel, aviation and exploration.
The extension may be relevant to:
A .FLY domain provides a web address that immediately signals a connection to travel or aviation, creating opportunities for dedicated websites, services, campaigns or digital experiences.
Organisations in these sectors should also consider whether important brand names may be worth securing defensively.
.EAT: A New Home for Food Online
.EAT is focused on food, dining and hospitality, providing a highly relevant namespace for businesses operating across the sector.
Potential users include:
For brands in the food and hospitality sector, .EAT could be used for a primary website, individual campaign, product launch, promotion or other dedicated digital experience.
It may also be worth reviewing whether key trademarks and brand names should be secured before registrations become generally available.
.HERE: Put Your Location on the Map
.HERE provides a more flexible option focused on places, destinations and location-based experiences.
The extension may be particularly relevant to:
Businesses could use .HERE to create dedicated websites or campaigns around particular destinations, stores, venues or experiences.
Its broader application also means organisations should consider whether the extension has relevance to their brand beyond their immediate industry.
Key Launch Dates
The three extensions will move through several launch phases before becoming generally available.
Sunrise: 1 September – 9 November 2026
Sunrise provides eligible trademark holders with an early opportunity to apply for domains matching their verified trademarks.
To participate, the relevant trademark must have a valid Trademark Clearinghouse (TMCH) record and Signed Mark Data (SMD) file.
Early Access Period: 10-16 November 2026
Following Sunrise, the domains will enter an Early Access Period. Registrations will be open to everyone during this stage, with additional early-access fees applying.
General Availability: From 17 November 2026
From 17 November, .FLY, .EAT and .HERE domains will become available to everyone on a first-come, first-served basis.
Why Sunrise Matters for Brand Owners
For organisations with registered trademarks, Sunrise provides an opportunity to secure important domain names before they become available to the general public.
This can be particularly important where a new extension has a strong connection to an organisation’s brand, products, services or industry.
Once General Availability begins, registrations are generally available on a first-come, first-served basis. Reviewing relevant extensions before this point can therefore help organisations identify both commercial opportunities and domains that may warrant defensive registration.
Interested in .FLY, .EAT or .HERE?
Brandsec can help organisations identify relevant registration opportunities, review trademark eligibility for Sunrise and determine which domains may be worth securing as part of a broader corporate domain strategy.
If your organisation is considering a .FLY, .EAT or .HERE registration, contact the Brandsec team to discuss your options before General Availability opens on 17 November 2026.
About brandsec
brandsec is a team of highly experienced domain name management and online brand protection experts. We provide corporate domain name management and brand enforcement services, helping brands eliminate phishing platforms across the internet. Supporting some of the largest brands in the region, we offer innovative solutions to combat threats across multiple industries.
