--- title: "American Tourister vs Tumi: Which is searched more?" description: "Is American Tourister or Tumi more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/american-tourister-vs-tumi" publisher: "Brandwave" --- # American Tourister vs Tumi: Which is searched more? Is American Tourister or Tumi more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: American Tourister and Tumi - **Competitive set**: Luggage brands - **Market**: Global - **Month measured**: Sep 2026 - **American Tourister Share of Search**: 7.9% - **Tumi Share of Search**: 19.4% ## Is American Tourister or Tumi more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Travelpro | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Samsonite | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Briggs & Riley | 3rd | 3 of 3 | 1 of 1 | 4 of 4 | | Away | 4th | 3 of 3 | 1 of 1 | 4 of 4 | | Rimowa | 5th | 2 of 3 | 1 of 1 | 3 of 4 | | Monos | 6th | 0 of 3 | 1 of 1 | 1 of 4 | | American Tourister | 7th | 2 of 3 | 1 of 1 | 3 of 4 | | July | 8th | 1 of 3 | 0 of 1 | 1 of 4 | | Tumi | 9th | 0 of 3 | 1 of 1 | 1 of 4 | ## Every AI answer about luggage brands - Asked ChatGPT "Which luggage brand should I buy?": 1. Samsonite, 2. Travelpro, 3. Away, 4. Briggs & Riley, 5. American Tourister - Asked ChatGPT "What are the best luggage brands?": 1. Travelpro, 2. Samsonite, 3. Briggs & Riley, 4. Away, 5. Rimowa, 6. July, 7. American Tourister - Asked ChatGPT "What's the best luggage brand for air travel?": 1. Travelpro, 2. Samsonite, 3. Briggs & Riley, 4. Away, 5. Rimowa - Searched Google, AI Overview "best luggage brand": 1. Travelpro, 2. Briggs & Riley, 3. Samsonite, 4. Away, 5. Monos, 6. Rimowa, 7. Tumi, 8. American Tourister Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for luggage brands worldwide in September 2026? - In September 2026, Tumi gained share of searches among luggage brands worldwide, from 18% to 19.4%. - In September 2026, American Tourister lost share of searches among luggage brands worldwide, from 8.8% to 7.9%. ## Month by month | Month | American Tourister estimated searches | American Tourister Share of Search | American Tourister rank | Tumi estimated searches | Tumi Share of Search | Tumi rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 7.5% | 4 | 731K | 18.2% | 3 | | Nov 2025 | 368K | 7.1% | 5 | 907K | 17.4% | 3 | | Dec 2025 | 301K | 6.4% | 5 | 907K | 19.3% | 3 | | Jan 2026 | 368K | 8.4% | 4 | 742K | 17% | 3 | | Feb 2026 | 246K | 6.9% | 4 | 714K | 20% | 3 | | Mar 2026 | 301K | 7.8% | 4 | 725K | 18.7% | 3 | | Apr 2026 | 301K | 7.8% | 4 | 725K | 18.8% | 3 | | May 2026 | 301K | 7.5% | 5 | 742K | 18.5% | 3 | | Jun 2026 | 301K | 7.6% | 4 | 725K | 18.4% | 3 | | Jul 2026 | 368K | 8.8% | 4 | 742K | 17.7% | 3 | | Aug 2026 | 368K | 8.8% | 4 | 751K | 18% | 3 | | Sep 2026 | 301K | 7.9% | 4 | 740K | 19.4% | 3 | ## How each brand is measured 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**: Measured on the search term “american tourister”. - **Tumi**: Measured on the search terms “tumi”, “tumi backpack”, “tumi bags” and “tumi luggage”, summed into one figure. - [American Tourister profile](/demand/global-en/brands/american-tourister) - [Tumi profile](/demand/global-en/brands/tumi) - [All luggage brands worldwide](/demand/global-en/categories/luggage-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is American Tourister or Tumi more popular in search? 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%. ## Cite this page Brandwave. "American Tourister vs Tumi: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/american-tourister-vs-tumi This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/american-tourister-vs-tumi. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.