--- title: "Samsonite vs Tumi: Which is searched more in Australia?" description: "Is Samsonite or Tumi more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/samsonite-vs-tumi" publisher: "Brandwave" --- # Samsonite vs Tumi: Which is searched more in Australia? Is Samsonite or Tumi more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Samsonite and Tumi - **Competitive set**: Luggage brands - **Market**: Australia - **Month measured**: Sep 2026 - **Samsonite Share of Search**: 18.4% - **Tumi Share of Search**: 3.7% ## Is Samsonite or Tumi more popular in search? - In September 2026, Samsonite had more branded searches than Tumi among luggage brands in Australia. Samsonite had about 18,100 branded searches, while Tumi had 3,600. Samsonite made up 18.4% of all luggage brand searches we track, and Tumi accounted for 3.7%. - Samsonite was ahead of Tumi in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Samsonite’s share of searches among luggage brands in Australia moved from 17% to 18.4%, and its estimated monthly branded searches held steady at 18.1K. - 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. ## Top luggage brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Samsonite appeared in all five answers. Tumi did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Samsonite | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Antler | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | American Tourister | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | July | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Rimowa | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Briggs & Riley | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Tosca | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tumi | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Delsey | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Away | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | BÉIS | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Monos | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Calpak | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about luggage brands - Asked ChatGPT "Which luggage brand should I buy in Australia?": 1. Samsonite, 2. American Tourister, 3. July, 4. Antler, 5. Rimowa - Asked ChatGPT "What are the best suitcase brands?": 1. Samsonite, 2. July, 3. Antler, 4. American Tourister, 5. Briggs & Riley, 6. Rimowa - Asked ChatGPT "What is the best carry on luggage?": 1. July, 2. Samsonite, 3. Antler - Searched Google, AI Overview "suitcase": 1. American Tourister, 2. Antler, 3. Samsonite - Searched Google, AI Overview "carry on luggage": 1. Antler, 2. American Tourister, 3. Samsonite Not named in any answer: Tosca, Tumi, Delsey, Away, BÉIS, Monos and Calpak. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia luggage brands in September 2026? - In September 2026, Samsonite gained share of searches among luggage brands in Australia, from 16.9% to 18.4%. - In September 2026, Tumi fell from 6th to 7th among luggage brands in Australia. ## Month by month | Month | Samsonite estimated searches | Samsonite Share of Search | Samsonite rank | Tumi estimated searches | Tumi Share of Search | Tumi rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 17% | 3 | 4.4K | 4.1% | 6 | | Nov 2025 | 33.1K | 20.1% | 3 | 6.6K | 4% | 6 | | Dec 2025 | 27.1K | 22% | 3 | 5.4K | 4.4% | 6 | | Jan 2026 | 22.2K | 20% | 3 | 4.4K | 4% | 6 | | Feb 2026 | 14.8K | 14.4% | 3 | 4.4K | 4.3% | 6 | | Mar 2026 | 18.1K | 18% | 3 | 4.4K | 4.4% | 6 | | Apr 2026 | 14.8K | 16.3% | 3 | 3.6K | 4% | 6 | | May 2026 | 18.1K | 16.7% | 3 | 4.4K | 4.1% | 6 | | Jun 2026 | 22.2K | 19.8% | 3 | 4.4K | 3.9% | 6 | | Jul 2026 | 14.8K | 14.5% | 4 | 4.4K | 4.3% | 6 | | Aug 2026 | 18.1K | 16.9% | 3 | 4.4K | 4.1% | 6 | | Sep 2026 | 18.1K | 18.4% | 3 | 3.6K | 3.7% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Samsonite’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. - **Samsonite**: Measured on the search term “samsonite”. - **Tumi**: Measured on the search term “tumi”. - [Samsonite profile](/demand/au/brands/samsonite) - [Tumi profile](/demand/au/brands/tumi) - [All luggage brands in Australia](/demand/au/categories/au-luggage-brands): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Samsonite or Tumi more popular in search? In September 2026, Samsonite had more branded searches than Tumi among luggage brands in Australia. Samsonite had about 18,100 branded searches, while Tumi had 3,600. Samsonite made up 18.4% of all luggage brand searches we track, and Tumi accounted for 3.7%. ## Cite this page Brandwave. "Samsonite vs Tumi: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/samsonite-vs-tumi This page is also available as HTML at https://gobrandwave.com/demand/au/compare/samsonite-vs-tumi. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.