Putting on my regular-person hat: When I see a billboard or print ad with e.g. `example.travel`, I read that as a social media handle and not a website address like `example.com` would convey. In public perception, dot com means websites. Always has.
(Tangentially, the `.sucks` TLD in particular should never have been allowed. How many brands out there have to maintain a perfunctory registration there just to prevent somebody else from doing so?)