Google Registry Launches .EAT, .HERE and .FLY: What You Need to Know

Three new top-level domains (TLDs): .eat, .here, and .fly are currently rolling our from Google Registry, giving businesses, creators, and organizations new opportunities to build memorable online brands.

Whether you’re a restaurant looking for a more descriptive web address, a travel company seeking a standout digital identity, or a local organization aiming to strengthen community connections, these new extensions offer fresh branding possibilities.

Meet the New Domain Names

.EAT – Conceived of for the culinary world, .eat is a natural fit for:

• Restaurants and cafes
• Food delivery services
• Recipe publishers
• Food bloggers and influencers
• Culinary schools
• Food tourism businesses
• Consumer food brands

Domains like downtownyvr.eat, homemadeperogies.eat, francospasta.eat or cityfoodtour.eat instantly communicates what visitors can expect.

.FLY – The .fly extension is has strong relevance for travel and aviation-focused brands, including:

• Airlines
• Airports
• Travel agencies
• Tour operators
• Booking platforms
• Travel bloggers
• Aviation organizations

Domains like pacificnorthwest.fly, exploreairlines.fly or lastminutedeals.fly offer memorable branding potential in a highly competitive industry

.HERE – Focused on location, community, and local discovery, .here works particularly well for:

• Local businesses
• Business directories
• Tourism organizations
• Event websites
• Community initiatives
• Real estate marketing
• Local guides

Domains like buildyourhome.here, shoplocal.here, or cottageliving.here can provide a memorable web presence and foundation for strong marketing.

Important Launch Dates

Google Registry is using a standard three-phase launch process, with Sunrise for trademark registration live as of September 1 and running until November 9, 2026.

Sunrise Registration – Now – November 9, 2026

This phase is reserved exclusively for verified trademark holders through the Trademark Clearinghouse (TMCH), allowing brand owners to secure matching domains before public registration begins.

Trademark Clearinghouse Refresher

These new TLDs are not expected to be included in domain blocking services at launch or for the forseeable future, making Sunrise registrations especially important for brand and trademark protection.

To participate in Sunrise, trademarks must be validated through the Trademark Clearinghouse (TMCH). TMCH records must be renewed every 1, 3, or 5 years, and proof of use must be refreshed every five years to maintain verified status. If you’re unsure whether your TMCH record is current, our team can help.

While trademark validation can take up to 34 days, our team at Webnames Corporate can often expedite the TMCH enrolment process to approximately 15 days or less, leaving plenty of time to participate in Sunrise. If Sunrise is not a requirement for your organization, pre-orders for Early Access and General Availability are completely risk-free. If we are unable to secure your requested domain during these periods, you are not charged.

If you need assistance with a new Trademark Clearinghouse application or renewing, please contact our Corporate team and we’ll be happy to help.

Early Access Period (EAP) – November 10, 2026 – November 16, 2026

The Early Access Period opens registration to everyone, but includes an additional launch fee that decreases each day.

EAP is designed for businesses and individuals who want the best possible chance of securing highly desirable domains before General Availability. Think of Early Access as a head start before full public launch. Many premium generic terms and highly brandable names are often claimed during this phase.

Recommendation: For organizations pursuing high-value domain names, EAP can be a valuable opportunity to secure preferred branding before broader demand arrives.

General Availability – Beginning November 17, 2026

At General Availability, anyone can register available domains at standard registration pricing. Once again, you can pre-order for this phase as well, which puts your domain request at the top of the list of submissions to the registry when General Availability goes live.

All launch phase transitions/starts occur at 16:00 UTC.

Phases and Pricing Schedule

Final Thoughts – Pre-Order Early to Improve Your Chances

New TLD launches represent one of the best opportunities to secure short, memorable, and highly brandable domain names. We strongly recommend submitting a pre-order ahead of launch, particularly if you’re targeting a competitive name during Early Access or General Availability.

When you place a pre-order with Webnames.ca:

• Your registration request is submitted automatically as soon as registration opens
• You avoid the need to manually compete at launch time
• You improve your chances of securing high-demand domains
• The process is completely risk-free – if we don’t successfully secure the domain, you don’t get charged.

Questions

We hope this information helps you make an informed decision about when and how to register .eat, .fly and .here. We encourage all prospective registrants to pre-order the domains you want you for their respective registration phase as soon as possible to increase your chances of success. As always, if you need assistance or have questions about these new TLDs, Trademark Clearinghouse, or the best strategy to secure the exact domain name you want, reach out to our friendly Customer Support team, they’d be delighted to help you out.