Herschel vs Tumi:Which is more popular?
In September 2026, Tumi had more branded searches than Herschel among laptop bag brands worldwide. Tumi had about 12,100 branded searches, while Herschel had 1,900. Tumi made up 26.6% of all laptop bag brand searches we track, and Herschel accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about laptop bag brands, Herschel and Tumi each appeared in one of the five answers.
Who do people search for more?
Tumi, about 6 searches for every 1 for Herschel
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
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Top laptop bag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Herschel and Tumi were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.
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 Herschel or Tumi more popular in search?
This chart shows how often people search Google for Herschel and Tumi 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 Tumi, Herschel. 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% |
Tumi and Herschel sell other things too, so only their searches that name this product count here, like “tumi laptop bag”.
How has the Herschel and Tumi comparison changed over the last 12 months?
3 findings
- Tumi was ahead of Herschel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Herschel’s share of searches among laptop bag brands worldwide held steady at 4.2%, and its estimated monthly branded searches held steady at 1.9K.
- Across the 12 months ending September 2026, Tumi’s share of searches among laptop bag brands worldwide held steady at 26.6%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for laptop bag brands worldwide in September 2026?
1 change
In September 2026, Herschel lost share of searches among laptop bag brands worldwide, from 5.2% to 4.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Herschel’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.
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