American Tourister vs Away:Which is more popular?
In September 2026, American Tourister had more branded searches than Away among luggage brands worldwide. American Tourister had about 301,000 branded searches, while Away had 216,000. American Tourister made up 7.9% of all luggage brand searches we track, and Away accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about luggage brands, Away appeared in all four answers and American Tourister in three. Away was mentioned before American Tourister in every answer.
Who do people search for more?
American Tourister, about 39% more searches than Away
Who does AI mention more?
Away, mentioned in every answer we collected
Who does AI recommend more?
Away, named ahead of American Tourister in every answer
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Top luggage brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Away appeared in all four answers. American Tourister was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Away was listed before American Tourister in every answer.
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.
Is American Tourister or Away more popular in search?
This chart shows how often people search Google for American Tourister and Away by name. Each line represents a brand's share of searches for all nine luggage brands we track, month by month, from English-language searches worldwide.
Share of searches by month for American Tourister, Away. 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% |
How has the American Tourister and Away comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Away took it in November 2025, American Tourister took it in January 2026, Away took it in May 2026, American Tourister took it in June 2026.
- Across the 12 months ending September 2026, American Tourister’s share of searches among luggage brands worldwide moved from 7.5% to 7.9%, and its estimated monthly branded searches held steady at 301K.
- Across the 12 months ending September 2026, Away’s share of searches among luggage brands worldwide moved from 5.5% to 5.7%, and its estimated monthly branded searches moved from 220K to 216K.
How did search popularity change for luggage brands worldwide in September 2026?
1 change
In September 2026, American Tourister lost share of searches among luggage brands worldwide, from 8.8% to 7.9%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using American Tourister’s and Away’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
Away
3 branded search terms
- away carry on
- away luggage
- away suitcase
Other head-to-heads among luggage brands
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