diff --git a/.travis.yml b/.travis.yml
index 2f811331..0ccc9802 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -10,10 +10,11 @@ install:
 - ./mvnw install -P docs -q -U -DskipTests=true -Dmaven.test.redirectTestOutputToFile=true
 - ./docs/src/main/asciidoc/ghpages.sh
 script:
-- '[ "${TRAVIS_PULL_REQUEST}" == "false" -a "${TRAVIS_TAG}" == "" ] && ./mvnw -s .settings.xml deploy -nsu -Dmaven.test.redirectTestOutputToFile=true || ./mvnw install -nsu -Dmaven.test.redirectTestOutputToFile=true'
+- './mvnw -s .settings.xml $MVN_GOAL -nsu -Dmaven.test.redirectTestOutputToFile=true'
 env:
   global:
   - GIT_NAME="Dave Syer"
   - GIT_EMAIL=dsyer@pivotal.io
   - CI_DEPLOY_USERNAME=buildmaster
+  - MVN_GOAL=$([ "${TRAVIS_PULL_REQUEST}" == "false" -a "${TRAVIS_TAG}" == "" ] && echo deploy || echo install)
   - secure: "LJf0hWIf2CT5JGXyokvBLK7YcOR8jA/Ajy9JadW6XSIpcwOFnZ/ssuOV2V3ISdBfufEukfaK19WVO4th/UBvjQd9JhZwMoPpu37ybSjd62hZHuIRZnyVlXxvDM/+OYR2TCR5XXb7G86fXsmmY6u9IOJ8PIVRvskH9LCwSei9vBg="