Does your website name meet the "billboard test"? [webmasterworld.com
Do you want a "ready (mental) association" (City+Plumber.com) or do you want to spend $$$ and time building the association between the website name and purpose?
Do you want ease of memory? When the business card is tossed, when the magazine is tossed, when the browser is closed - what willl stick? FozmebotsPlumbingServices.tld or (City)Plumber.com?
Do you want to idiot proof your website address?
Do you want the inherit cred -> like ^he^ (jc) said?
Would you sooner open an email from CEO@Tourism.tld - OR - CEO@GlobalTravelSiteInc.tld? Which one grabs your attention?
If someone is scanning a list of website names, intending to make a choice about which to choose, how much of that person's time and attention do you think you have in order to distinguish the meaning of "your branded domain"?
WHO is your AUDIENCE? Is clarity and simple messaging a benefit? How smart, old, savvy is your target audience?
Do people really want to work? Do people have to work to remember the association between (branding) and website name?
What IS your budget for "branding"? Do you have the money . . time . . resources . . needed to build a brand that sticks? You think branding is easy IF/WHEN you're business is one of thousands or tens of thousands competing for attention?
What happens when "100,000 brands" compete for hotel bookings and then 10,000 more join the fight and 10,000 more? Who has to spend more money to stay in the game: Brand #137,338 NewCheaperThanCheapHotelrooms.tld or Hotels.com?
A website name is so much more than grist for a search engine's algorithm.