Samsonite vs Thule:Which is more popular?
In September 2026, Samsonite had more branded searches than Thule among laptop bag brands worldwide. Samsonite had about 14,800 branded searches, while Thule had 2,900. Samsonite made up 32.6% of all laptop bag brand searches we track, and Thule accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about laptop bag brands, Samsonite appeared in two of the five answers and Thule in none.
Who do people search for more?
Samsonite, about 5 searches for every 1 for Thule
Who does AI mention more?
Samsonite, mentioned in 2 of 5 answers, Thule in 0
Who does AI recommend more?
Samsonite, the only one of the two named
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Top laptop bag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Samsonite was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Thule 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.
- 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?”
Asked ChatGPT
“What are the best laptop bag brands?”
Asked ChatGPT
“What's the best laptop bag for work and travel?”
Searched Google, AI Overview
“laptop bag”
Searched Google, AI Overview
“best laptop bag”
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.
Is Samsonite or Thule more popular in search?
This chart shows how often people search Google for Samsonite and Thule by name. Each line represents a brand's share of searches for all seven laptop bag brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Samsonite, Thule. The figures are in the table below the chart.
View monthly share of searches table
| Month | Samsonite | Targus | Tumi | Thule | Herschel | Bellroy | Dagne Dover |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.6% | 26.6% | 26.6% | 6.4% | 4.2% | 2.9% | 0.7% |
| Nov 2025 | 32.3% | 26.4% | 26.4% | 6.3% | 4.1% | 3.5% | 1% |
| Dec 2025 | 31.5% | 21.1% | 31.5% | 6.2% | 5.1% | 2.8% | 1.9% |
| Jan 2026 | 27.6% | 33.8% | 27.6% | 5.5% | 2.9% | 2% | 0.59% |
| Feb 2026 | 40.4% | 22% | 26.9% | 5.3% | 2.9% | 1.8% | 0.58% |
| Mar 2026 | 39.5% | 21.6% | 26.4% | 6.3% | 3.5% | 2.2% | 0.57% |
| Apr 2026 | 19.6% | 16% | 35.9% | 4.7% | 2.6% | 1.6% | 19.6% |
| May 2026 | 23.5% | 19.2% | 19.2% | 4.6% | 2.5% | 2.1% | 28.8% |
| Jun 2026 | 34.5% | 23.1% | 28.2% | 6.8% | 3.7% | 3% | 0.61% |
| Jul 2026 | 32.5% | 26.6% | 26.6% | 6.4% | 4.2% | 2.9% | 0.86% |
| Aug 2026 | 32% | 26.2% | 26.2% | 6.3% | 5.2% | 3.5% | 0.69% |
| Sep 2026 | 32.6% | 26.6% | 26.6% | 6.4% | 4.2% | 2.9% | 0.7% |
Samsonite and Thule sell other things too, so only their searches that name this product count here, like “samsonite laptop bag”.
How has the Samsonite and Thule comparison changed over the last 12 months?
3 findings
- Samsonite was ahead of Thule in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Samsonite’s share of searches among laptop bag brands worldwide held steady at 32.6%, and its estimated monthly branded searches held steady at 14.8K.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop bag brands worldwide held steady at 6.4%, and its estimated monthly branded searches held steady at 2.9K.
How did search popularity change for laptop bag brands worldwide in September 2026?
1 change
In September 2026, Samsonite gained share of searches among laptop bag brands worldwide, from 32% to 32.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Samsonite’s and Thule’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.
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