American Tourister vs Tumi:Which is more popular?
In September 2026, American Tourister had more branded searches than Tumi among luggage brands in Australia. American Tourister had about 6,600 branded searches, while Tumi had 3,600. American Tourister made up 6.7% of all luggage brand searches we track, and Tumi accounted for 3.7%. When we asked ChatGPT and Google AI Overviews about luggage brands, American Tourister appeared in four of the five answers and Tumi in none.
Who do people search for more?
American Tourister, about 83% more searches than Tumi
Who does AI mention more?
American Tourister, mentioned in 4 of 5 answers, Tumi in 0
Who does AI recommend more?
American Tourister, the only one of the two named
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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. Tumi did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about luggage brands
5 answers
Asked ChatGPT
“Which luggage brand should I buy in Australia?”
Asked ChatGPT
“What are the best suitcase brands?”
Asked ChatGPT
“What is the best carry on luggage?”
Searched Google, AI Overview
“suitcase”
Searched Google, AI Overview
“carry on luggage”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is American Tourister or Tumi more popular in search?
This chart shows how often people search Google for American Tourister and Tumi 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.
Share of searches by month for American Tourister, Tumi. The figures are in the table below the chart.
View monthly share of searches table
| Month | July | Rimowa | Samsonite | Antler | American Tourister | Tosca | Tumi | Briggs & Riley | Delsey | Away | BÉIS | Monos | Calpak |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.5% | 25.5% | 17% | 11.4% | 7.6% | 2.7% | 4.1% | 1.2% | 1.5% | 0.94% | 0.68% | 1.2% | 0.45% |
| Nov 2025 | 24.6% | 20.1% | 20.1% | 13.5% | 9% | 2.2% | 4% | 1.5% | 1.5% | 1.5% | 0.79% | 1.2% | 0.36% |
| Dec 2025 | 22% | 22% | 22% | 12% | 8% | 2.9% | 4.4% | 1.5% | 1.5% | 1.1% | 0.81% | 1.1% | 0.48% |
| Jan 2026 | 20% | 24.4% | 20% | 13.3% | 8.9% | 2.6% | 4% | 1.7% | 1.4% | 0.9% | 0.9% | 1.2% | 0.65% |
| Feb 2026 | 32.3% | 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 2026 | 27% | 22.1% | 18% | 12.1% | 6.6% | 2.9% | 4.4% | 1.6% | 1.3% | 1.3% | 0.88% | 1.3% | 0.59% |
| Apr 2026 | 24.4% | 24.4% | 16.3% | 13.3% | 7.3% | 3.2% | 4% | 1.8% | 1.4% | 1.1% | 1.1% | 1.1% | 0.65% |
| May 2026 | 25% | 25% | 16.7% | 13.7% | 6.1% | 2.7% | 4.1% | 1.5% | 1.5% | 1.2% | 0.81% | 1.2% | 0.66% |
| Jun 2026 | 24.2% | 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 2026 | 26.5% | 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 2026 | 25.3% | 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 2026 | 22.6% | 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 Tumi comparison changed over the last 12 months?
3 findings
- American Tourister was ahead of Tumi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, American Tourister’s share of searches among luggage brands in Australia moved from 7.6% to 6.7%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, Tumi’s share of searches among luggage brands in Australia moved from 4.1% to 3.7%, and its estimated monthly branded searches moved from 4.4K to 3.6K.
How did search popularity change for Australia luggage brands in September 2026?
2 changes
In September 2026, American Tourister lost share of searches among luggage brands in Australia, from 7.6% to 6.7%.
In September 2026, Tumi fell from 6th to 7th 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 Tumi’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
Tumi
1 branded search term
- tumi
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