diff --git a/.travis.yml b/.travis.yml
index 5332de2e..3083cd6a 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -11,16 +11,20 @@ before_install:
   - gem install asciidoctor
   - ./src/main/bash/travis_install_consul.sh
 install:
-- ./mvnw --settings .settings.xml install -P docs -q -U -DskipTests=true -Dmaven.test.redirectTestOutputToFile=true
-- ./docs/src/main/asciidoc/ghpages.sh
+- ./mvnw install -P docs -q -U -DskipTests=true -Dmaven.test.redirectTestOutputToFile=true
+- '[ "${MVN_GOAL}" == "deploy" ] && ./docs/src/main/asciidoc/ghpages.sh'
 script:
 - ./src/test/bash/travis_run_consul.sh
-- '[ "${TRAVIS_PULL_REQUEST}" != "false" ] || ./mvnw --settings .settings.xml deploy -nsu -Dmaven.test.redirectTestOutputToFile=true'
-- '[ "${TRAVIS_PULL_REQUEST}" = "false" ]  || ./mvnw --settings .settings.xml install -nsu -Dmaven.test.redirectTestOutputToFile=true'
+- './mvnw -s .settings.xml $MVN_GOAL $MVN_PROFILE -nsu -Dmaven.test.redirectTestOutputToFile=true'
 env:
   global:
   - GIT_NAME="Spencer Gibb"
   - GIT_EMAIL=sgibb@pivotal.io
   - CI_DEPLOY_USERNAME=sgibb
+  - FEATURE_BRANCH=$(echo ${TRAVIS_BRANCH} | grep "^.*/.*$" && echo true || echo false)
+  - MVN_GOAL=$([ "${TRAVIS_PULL_REQUEST}" == "false" -a "${TRAVIS_TAG}" == "" -a "${FEATURE_BRANCH}" == "false" ] && echo deploy || echo install)
+  - VERSION=$(mvn validate | grep Building | head -1 | sed -e 's/.* //')
+  - MILESTONE=$(echo ${VERSION} | egrep 'M|RC' && echo true || echo false)
+  - MVN_PROFILE=$([ "${MILESTONE}" == "true" ] && echo -P milestone)
   - secure: jU7Ikae5BPc812SWqe8sc1y9xVWPuAlHm9faEHEFAo/7EuAt9/WrUddRtxEUJ37hzRh4RcmadhZiPpGrraMR/KEMvE7grNFAQ8ywWvRDzkFb07jqkxIH7j9uU73e+TQ93qtW51AvTwWX0vfAw1G3qK0ULMWZ7P5JsXNpt/1YMrs=
   - TERM=dumb