Jeff Bezos is going to space Inc founder Jeff Bezos and his brother will join the winner of an auction for a seat on Blue Origin’s New Shepard spacecraft, Bezos said Monday morning.

Blue Origin, Bezos’ rocket company, is targeting July 20 for its first suborbital sightseeing trip on its spacecraft, a landmark moment in a competition to usher in a new era of private commercial space travel.

Space travel is becoming more and more popular, as billionaires such as Bezos and Elon Musk look to make it as common as taking a flight on a plane.

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