Brandwave

American Tourister vs Briggs & Riley:Which is more popular?

In September 2026, American Tourister had more branded searches than Briggs & Riley among luggage brands in Australia. American Tourister had about 6,600 branded searches, while Briggs & Riley had 1,600. American Tourister made up 6.7% of all luggage brand searches we track, and Briggs & Riley accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about luggage brands, American Tourister appeared in four of the five answers and Briggs & Riley in one. American Tourister was mentioned before Briggs & Riley in every answer that named either.

Among luggage brands in Australia in September 2026

Who do people search for more?

American Tourister, about 4 searches for every 1 for Briggs & Riley

American Tourister 6.6K searchesBriggs & Riley 1.6K searches

Who does AI mention more?

American Tourister, mentioned in 4 of 5 answers, Briggs & Riley in 1

American Tourister in 4 of 5Briggs & Riley in 1 of 5

Who does AI recommend more?

American Tourister, named ahead of Briggs & Riley in 4 of 4 answers

American Tourister first in 4Briggs & Riley never first

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, American Tourister was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Briggs & Riley was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. American Tourister was listed before Briggs & Riley in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Samsonite1st
  2. Antler2nd
  3. American Tourister3rd
  4. July4th
  5. Rimowa5th
  6. Briggs & Riley6th
  7. Tosca–
  8. Tumi–
  9. Delsey–
  10. Away–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Samsonite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Antler5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • American Tourister4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • July3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rimowa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Briggs & Riley1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tosca0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tumi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Delsey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Away0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about luggage brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is American Tourister or Briggs & Riley more popular in search?

This chart shows how often people search Google for American Tourister and Briggs & Riley by name. Each line represents a brand's share of searches for all 13 luggage brands we track, month by month, from searches in Australia.

American Tourister and Briggs & Riley among luggage brands in Australia, by month

Share of searches by month for American Tourister, Briggs & Riley. The figures are in the table below the chart.

View monthly share of searches table
MonthJulyRimowaSamsoniteAntlerAmerican TouristerToscaTumiBriggs & RileyDelseyAwayBÉISMonosCalpak
Oct 202525.5%25.5%17%11.4%7.6%2.7%4.1%1.2%1.5%0.94%0.68%1.2%0.45%
Nov 202524.6%20.1%20.1%13.5%9%2.2%4%1.5%1.5%1.5%0.79%1.2%0.36%
Dec 202522%22%22%12%8%2.9%4.4%1.5%1.5%1.1%0.81%1.1%0.48%
Jan 202620%24.4%20%13.3%8.9%2.6%4%1.7%1.4%0.9%0.9%1.2%0.65%
Feb 202632.3%21.7%14.4%11.8%6.4%2.8%4.3%1.3%1.6%0.98%0.7%0.98%0.7%
Mar 202627%22.1%18%12.1%6.6%2.9%4.4%1.6%1.3%1.3%0.88%1.3%0.59%
Apr 202624.4%24.4%16.3%13.3%7.3%3.2%4%1.8%1.4%1.1%1.1%1.1%0.65%
May 202625%25%16.7%13.7%6.1%2.7%4.1%1.5%1.5%1.2%0.81%1.2%0.66%
Jun 202624.2%19.8%19.8%13.2%8.8%3.2%3.9%1.7%1.4%1.2%0.89%1.4%0.53%
Jul 202626.5%21.7%14.5%14.5%6.4%3.5%4.3%1.9%1.3%2.3%1.3%1.3%0.7%
Aug 202625.3%20.7%16.9%13.8%7.6%3.4%4.1%1.8%1.8%1.2%1.8%0.93%0.67%
Sep 202622.6%22.6%18.4%15.1%6.7%3.7%3.7%1.6%1.6%1.3%1%0.9%0.73%

How has the American Tourister and Briggs & Riley comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia luggage brands in September 2026?

2 changes

  1. In September 2026, American Tourister lost share of searches among luggage brands in Australia, from 7.6% to 6.7%.

  2. In September 2026, Briggs & Riley rose from 9th to 8th among luggage brands in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using American Tourister’s and Briggs & Riley’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

American Tourister

1 branded search term

  • american tourister

Briggs & Riley

1 branded search term

  • briggs and riley

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

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