Brandwave

American Tourister vs Samsonite:Which is more popular?

In September 2026, Samsonite had more branded searches than American Tourister among luggage brands in Australia. Samsonite had about 18,100 branded searches, while American Tourister had 6,600. Samsonite made up 18.4% of all luggage brand searches we track, and American Tourister accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about luggage brands, Samsonite appeared in all five answers and American Tourister in four. Samsonite was mentioned before American Tourister in three out of five answers.

Among luggage brands in Australia in September 2026

Who do people search for more?

Samsonite, about 3 searches for every 1 for American Tourister

Samsonite 18.1K searchesAmerican Tourister 6.6K searches

Who does AI mention more?

Samsonite, mentioned in every answer we collected

Samsonite in 5 of 5American Tourister in 4 of 5

Who does AI recommend more?

Samsonite, named ahead of American Tourister in 3 of 5 answers

Samsonite first in 3American Tourister first in 2

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Samsonite appeared in all five answers. American Tourister was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Samsonite was listed before American Tourister in three out of five answers.

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 Samsonite more popular in search?

This chart shows how often people search Google for American Tourister and Samsonite 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 Samsonite among luggage brands in Australia, by month

Share of searches by month for Samsonite, American Tourister. 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 Samsonite 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, Samsonite gained share of searches among luggage brands in Australia, from 16.9% to 18.4%.

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using American Tourister’s and Samsonite’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

Samsonite

1 branded search term

  • samsonite

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

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