Brandwave

American Tourister vs Tumi:Which is more popular?

In September 2026, Tumi had more branded searches than American Tourister among luggage brands worldwide. Tumi had about 740,000 branded searches, while American Tourister had 301,000. Tumi made up 19.4% of all luggage brand searches we track, and American Tourister accounted for 7.9%. When we asked ChatGPT and Google AI Overviews about luggage brands, American Tourister appeared in three of the four answers and Tumi in one. American Tourister was mentioned before Tumi in two out of three answers that named either.

Among luggage brands worldwide in September 2026

Who do people search for more?

Tumi, about 2 searches for every 1 for American Tourister

Tumi 740K searchesAmerican Tourister 301K searches

Who does AI mention more?

American Tourister, mentioned in 3 of 4 answers, Tumi in 1

American Tourister in 3 of 4Tumi in 1 of 4

Who does AI recommend more?

American Tourister, named ahead of Tumi in 2 of 3 answers

American Tourister first in 2Tumi first in 1

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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. Tumi was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. American Tourister was listed before Tumi in two out of three answers that named either.

Most recommended by AI

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

  1. Travelpro1st
  2. Samsonite2nd
  3. Briggs & Riley3rd
  4. Away4th
  5. Rimowa5th
  6. Monos6th
  7. American Tourister7th
  8. July8th
  9. 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

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 Tumi more popular in search?

This chart shows how often people search Google for American Tourister and Tumi 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.

American Tourister and Tumi among luggage brands worldwide, by month

Share of searches by month for Tumi, American Tourister. The figures are in the table below the chart.

View monthly share of searches table
MonthSamsoniteRimowaTumiAmerican TouristerAwayTravelproBriggs & RileyMonosJuly
Oct 202528%30.4%18.2%7.5%5.5%3.8%2.3%2.9%1.5%
Nov 202531.6%23.4%17.4%7.1%7.8%4.2%3.2%3.7%1.7%
Dec 202529.1%26%19.3%6.4%7%4.2%2.9%3.4%1.5%
Jan 202630.1%28%17%8.4%5%4.1%2.5%3.6%1.3%
Feb 202631.2%23.1%20%6.9%5.8%3.8%2.5%4%2.7%
Mar 202628.7%25.8%18.7%7.8%6.5%4.3%2.8%3.7%1.8%
Apr 202628.9%26%18.8%7.8%6.7%4%2.9%3.3%1.5%
May 202629.3%24.9%18.5%7.5%7.7%4.2%2.7%3.4%1.8%
Jun 202629.8%25.4%18.4%7.6%6.7%4.5%2.8%3%1.8%
Jul 202632.4%23.9%17.7%8.8%6.3%3.9%2.6%2.6%1.7%
Aug 202632.4%23.9%18%8.8%5.4%3.9%3.2%2.7%1.7%
Sep 202629.5%26.3%19.4%7.9%5.7%3.9%2.9%2.7%1.7%

How has the American Tourister and Tumi comparison changed over the last 12 months?

3 findings
  • Tumi was ahead of American Tourister in every measured month of the 12 months ending September 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, Tumi’s share of searches among luggage brands worldwide moved from 18.2% to 19.4%, and its estimated monthly branded searches moved from 731K to 740K.

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

2 changes

  1. In September 2026, Tumi gained share of searches among luggage brands worldwide, from 18% to 19.4%.

  2. In September 2026, American Tourister lost share of searches among luggage brands worldwide, from 8.8% to 7.9%.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using American Tourister’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.

American Tourister

1 branded search term

  • american tourister

Tumi

4 branded search terms

  • tumi
  • tumi backpack
  • tumi bags
  • tumi luggage

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

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