How popular isAmerican Tourister?
In September 2026, people searched for American Tourister by name about 301,000 times worldwide, about the same as the previous year. These searches made up 7.9% of all global luggage brand searches, placing American Tourister fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about luggage brands, American Tourister appeared in three of the four answers and was the seventh most recommended of the nine.
American Tourister is the fourth most searched of 9 competitors and the seventh most recommended in AI answers.
SamsoniteShare of searches 29.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
RimowaShare of searches 26.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
TumiShare of searches 19.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 9th
American TouristerShare of searches 7.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 7th
AwayShare of searches 5.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
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Top luggage brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, American Tourister was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. American Tourister is the seventh most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Travelpro1st- Samsonite2nd
Briggs & Riley3rd- Away4th
- Rimowa5th
Monos6th- American Tourister7th
July8th- Tumi9th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Samsonite4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Away4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Travelpro4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Briggs & Riley4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Rimowa3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- American Tourister3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Tumi1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Monos1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- July1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about luggage brands
4 answers
Asked ChatGPT
“Which luggage brand should I buy?”
Asked ChatGPT
“What are the best luggage brands?”
Asked ChatGPT
“What's the best luggage brand for air travel?”
Searched Google, AI Overview
“best luggage brand”
Searched Google, AI Overview
“carry on luggage”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which luggage brands compete with American Tourister?
Share of searches by month for Samsonite, Rimowa, Tumi, American Tourister, Away, Travelpro, Briggs & Riley, Monos. The figures are in the table below the chart.
View monthly share of searches table
| Month | Samsonite | Rimowa | Tumi | American Tourister | Away | Travelpro | Briggs & Riley | Monos | July |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28% | 30.4% | 18.2% | 7.5% | 5.5% | 3.8% | 2.3% | 2.9% | 1.5% |
| Nov 2025 | 31.6% | 23.4% | 17.4% | 7.1% | 7.8% | 4.2% | 3.2% | 3.7% | 1.7% |
| Dec 2025 | 29.1% | 26% | 19.3% | 6.4% | 7% | 4.2% | 2.9% | 3.4% | 1.5% |
| Jan 2026 | 30.1% | 28% | 17% | 8.4% | 5% | 4.1% | 2.5% | 3.6% | 1.3% |
| Feb 2026 | 31.2% | 23.1% | 20% | 6.9% | 5.8% | 3.8% | 2.5% | 4% | 2.7% |
| Mar 2026 | 28.7% | 25.8% | 18.7% | 7.8% | 6.5% | 4.3% | 2.8% | 3.7% | 1.8% |
| Apr 2026 | 28.9% | 26% | 18.8% | 7.8% | 6.7% | 4% | 2.9% | 3.3% | 1.5% |
| May 2026 | 29.3% | 24.9% | 18.5% | 7.5% | 7.7% | 4.2% | 2.7% | 3.4% | 1.8% |
| Jun 2026 | 29.8% | 25.4% | 18.4% | 7.6% | 6.7% | 4.5% | 2.8% | 3% | 1.8% |
| Jul 2026 | 32.4% | 23.9% | 17.7% | 8.8% | 6.3% | 3.9% | 2.6% | 2.6% | 1.7% |
| Aug 2026 | 32.4% | 23.9% | 18% | 8.8% | 5.4% | 3.9% | 3.2% | 2.7% | 1.7% |
| Sep 2026 | 29.5% | 26.3% | 19.4% | 7.9% | 5.7% | 3.9% | 2.9% | 2.7% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 29.5% | 1.1M | -17% | -2.9 points | |
| 2, held 2nd | 26.3% | 1M | 0% | +2.3 points | |
| 3, held 3rd | 19.4% | 740K | -1.5% | +1.5 points | |
| 4, held 4th | 7.9% | 301K | -18.2% | -0.9 points | |
| 5, held 5th | 5.7% | 216K | -3.3% | +0.3 points | |
| 6, held 6th | 3.9% | 150K | -8.4% | 0 points | |
| 7, held 7th | 2.9% | 110K | -18.5% | -0.3 points | |
| 8, held 8th | 2.7% | 104K | -7.4% | 0 points | |
| 9, held 9th | 1.7% | 63K | -12.5% | -0.1 points |
29.5%
Held 1st. 1.1M estimated branded searches, -17% vs prior month. Share -2.9 points.
2.
Rimowa26.3%
Held 2nd. 1M estimated branded searches, 0% vs prior month. Share +2.3 points.
3.
Tumi19.4%
Held 3rd. 740K estimated branded searches, -1.5% vs prior month. Share +1.5 points.
7.9%
Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
5.
Away5.7%
Held 5th. 216K estimated branded searches, -3.3% vs prior month. Share +0.3 points.
3.9%
Held 6th. 150K estimated branded searches, -8.4% vs prior month. Share 0 points.
2.9%
Held 7th. 110K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
8.
Monos2.7%
Held 8th. 104K estimated branded searches, -7.4% vs prior month. Share 0 points.
9.
July1.7%
Held 9th. 63K estimated branded searches, -12.5% vs prior month. Share -0.1 points.
Compare popularity between American Tourister and its closest rivals
Every comparison with American Tourister
8 comparisons
How has branded search demand for American Tourister changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for American Tourister worldwide held steady at 301K.
- Across the 12 months ending September 2026, American Tourister’s share of searches among luggage brands worldwide peaked at 8.8% in August 2026 and was lowest at 6.4% in December 2025.
How did search popularity change for luggage brands worldwide in September 2026?
6 changes
In September 2026, Rimowa gained share of searches among luggage brands worldwide, from 23.9% to 26.3%.
In September 2026, Tumi gained share of searches among luggage brands worldwide, from 18% to 19.4%.
In September 2026, Samsonite lost share of searches among luggage brands worldwide, from 32.4% to 29.5%.
In September 2026, American Tourister lost share of searches among luggage brands worldwide, from 8.8% to 7.9%.
Estimated monthly branded searches for Briggs & Riley worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.
Estimated monthly branded searches for Monos worldwide fell 11.6% over 12 measured months, from 118K to 104K in September 2026.
How are American Tourister’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using American Tourister’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
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