Brandwave

How popular isTumi?

In September 2026, people searched for Tumi by name about 754,000 times worldwide, about the same as the previous year. These searches made up 26.6% of all global laptop bag brand searches, placing Tumi third out of seven brands. When we asked both ChatGPT and Google AI Overviews about laptop bag brands, Tumi appeared in one of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Tumi is the third most searched of 7 competitors and the fourth most recommended in AI answers.

  1. SamsoniteShare of searches 32.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  2. TargusShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  3. TumiShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. ThuleShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. HerschelShare of searches 4.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top laptop bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tumi was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Tumi is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Samsonite1st
  2. Bellroy1st
  3. Targus3rd
  4. Tumi4th
  5. Dagne Dover5th
  6. Herschel6th
  7. Thule–

Mentioned by AI

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

  • Samsonite2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Targus1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tumi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thule0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop bag brands

5 answers

  • Asked ChatGPT

    “Which laptop bag should I buy?”

    1. Asked ChatGPT

      “What are the best laptop bag brands?”

      1. 1Bellroy
      2. 2Tumi
      3. 3Samsonite
      4. 4Herschel

    2. Asked ChatGPT

      “What's the best laptop bag for work and travel?”

      1. Searched Google, AI Overview

        “laptop bag”

        1. 1Targus
        2. 2Dagne Dover

      2. Searched Google, AI Overview

        “best laptop bag”

        1. 1Samsonite
        2. 2Bellroy

      Not named in any answer:

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

      Which laptop bag brands compete with Tumi?

      Tumi against laptop bag brands worldwide, by month

      Share of searches by month for Samsonite, Targus, Tumi, Thule, Herschel, Bellroy. The figures are in the table below the chart.

      View monthly share of searches table
      MonthSamsoniteTargusTumiThuleHerschelBellroyDagne Dover
      Oct 202532.6%26.6%26.6%6.4%4.2%2.9%0.7%
      Nov 202532.3%26.4%26.4%6.3%4.1%3.5%1%
      Dec 202531.5%21.1%31.5%6.2%5.1%2.8%1.9%
      Jan 202627.6%33.8%27.6%5.5%2.9%2%0.59%
      Feb 202640.4%22%26.9%5.3%2.9%1.8%0.58%
      Mar 202639.5%21.6%26.4%6.3%3.5%2.2%0.57%
      Apr 202619.6%16%35.9%4.7%2.6%1.6%19.6%
      May 202623.5%19.2%19.2%4.6%2.5%2.1%28.8%
      Jun 202634.5%23.1%28.2%6.8%3.7%3%0.61%
      Jul 202632.5%26.6%26.6%6.4%4.2%2.9%0.86%
      Aug 202632%26.2%26.2%6.3%5.2%3.5%0.69%
      Sep 202632.6%26.6%26.6%6.4%4.2%2.9%0.7%

      1. 1.Samsonite

        32.6%

        Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share +0.6 points.

      2. 2.Targus

        26.6%

        Held 2nd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      3. 3.Tumi

        26.6%

        Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      4. 4.Thule

        6.4%

        Held 4th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

      5. 5.Herschel

        4.2%

        Held 5th. 1.9K estimated branded searches, -20.8% vs prior month. Share -1 points.

      6. 6.Bellroy

        2.9%

        Held 6th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.6 points.

      7. 7.Dagne Dover

        0.7%

        Held 7th. 320 estimated branded searches, 0% vs prior month. Share 0 points.

      Tumi, Samsonite and 4 other brands sell other things too, so only their searches that name this product count here, like “tumi laptop bag”.

      Compare popularity between Tumi and its closest rivals

      Every comparison with Tumi

      24 comparisons

      How has branded search demand for Tumi changed worldwide over the last 12 months?

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Tumi worldwide held steady, from 744K to 754K.
      • Across the 12 months ending September 2026, Tumi’s share of searches among laptop bag brands worldwide peaked at 35.9% in April 2026 and was lowest at 19.2% in May 2026.

      How did search popularity change for laptop bag brands worldwide in September 2026?

      3 changes

      1. In September 2026, Samsonite gained share of searches among laptop bag brands worldwide, from 32% to 32.6%.

      2. In September 2026, Herschel lost share of searches among laptop bag brands worldwide, from 5.2% to 4.2%.

      3. In September 2026, Bellroy lost share of searches among laptop bag brands worldwide, from 3.5% to 2.9%.

      How are Tumi’s branded searches counted?

      10 search terms

      Brandwave collects information about searches that people make online using Tumi’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

      • tumi
      • tumi backpack
      • tumi bags
      • tumi laptop bag
      • tumi laptop case
      • tumi laptop sleeve
      • tumi luggage
      • tumi macbook case
      • tumi macbook sleeve
      • tumi travel wallet

      Do you work for Tumi? To request corrections or removal please contact us via our support page and we will be happy to assist.

      How the Brand Demand Index is measured

      Where does Tumi compete?

      Tumi is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Luggage brands3rd of 919.4%Show ranking
      Travel wallet brands3rd of 613.7%Show ranking
      Laptop bag brands3rd of 726.6%Shown above
      Laptop case brands6th of 117.5%Show ranking
      Creator with pink hair and a pink jacket

      Is Tumi your brand?

      Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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