Patagonia vs Tortuga:Which is more popular?
In September 2026, Patagonia had more branded searches than Tortuga among travel backpack brands worldwide. Patagonia had about 2.7 million branded searches, while Tortuga had 5,700. Patagonia made up 70.4% of all travel backpack brand searches we track, and Tortuga accounted for 0.15%. When we asked ChatGPT and Google AI Overviews about travel backpack brands, Patagonia appeared in three of the five answers and Tortuga in two. Tortuga was mentioned before Patagonia in two out of three answers that named either.
Who do people search for more?
Patagonia, about 481 searches for every 1 for Tortuga
Who does AI mention more?
Patagonia, mentioned in 3 of 5 answers, Tortuga in 2
Who does AI recommend more?
Tortuga, named ahead of Patagonia in 2 of 3 answers
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Top travel backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Tortuga was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Tortuga was listed before Patagonia 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Osprey5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Cotopaxi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Peak Design3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aer3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Quechua2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tortuga2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bellroy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NOMATIC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about travel backpack brands
5 answers
Asked ChatGPT
“Which travel backpack brand should I buy?”
Asked ChatGPT
“What are the best travel backpack brands?”
Asked ChatGPT
“What's the best travel backpack brand for carry-on trips?”
Searched Google, AI Overview
“best travel backpack”
Searched Google, AI Overview
“carry on backpack”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Patagonia or Tortuga more popular in search?
This chart shows how often people search Google for Patagonia and Tortuga by name. Each line represents a brand's share of searches for all nine travel backpack brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Patagonia, Tortuga. The figures are in the table below the chart.
View monthly share of searches table
| Month | Patagonia | Cotopaxi | Quechua | Bellroy | Peak Design | Aer | NOMATIC | Osprey | Tortuga |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 77.3% | 7% | 5.7% | 4.2% | 3.8% | 0.59% | 0.88% | 0.51% | 0.13% |
| Nov 2025 | 78.1% | 7% | 4.7% | 4.2% | 3.8% | 0.7% | 0.79% | 0.52% | 0.14% |
| Dec 2025 | 75.3% | 8.3% | 5.5% | 5% | 3.7% | 0.58% | 0.85% | 0.61% | 0.12% |
| Jan 2026 | 76% | 8.4% | 5.6% | 4.1% | 3.7% | 0.59% | 0.93% | 0.61% | 0.13% |
| Feb 2026 | 75.8% | 8.3% | 5.6% | 4.2% | 3.7% | 0.7% | 0.96% | 0.61% | 0.17% |
| Mar 2026 | 74.4% | 8.2% | 5.5% | 5% | 4.5% | 0.88% | 0.84% | 0.6% | 0.16% |
| Apr 2026 | 71.2% | 9.6% | 6.4% | 5.8% | 4.3% | 0.87% | 0.98% | 0.7% | 0.2% |
| May 2026 | 70.3% | 9.4% | 6.3% | 5.7% | 5.2% | 1% | 0.97% | 0.85% | 0.22% |
| Jun 2026 | 70.3% | 9.4% | 6.3% | 5.7% | 5.2% | 0.99% | 0.97% | 0.85% | 0.22% |
| Jul 2026 | 70.7% | 9.5% | 6.3% | 5.9% | 4.3% | 0.99% | 0.87% | 1.3% | 0.18% |
| Aug 2026 | 67.8% | 11.1% | 6.1% | 6.8% | 5% | 1.2% | 0.93% | 1% | 0.17% |
| Sep 2026 | 70.4% | 9.5% | 6.3% | 5.8% | 5.2% | 0.99% | 0.97% | 0.85% | 0.15% |
How has the Patagonia and Tortuga comparison changed over the last 12 months?
3 findings
- Patagonia was ahead of Tortuga in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Patagonia’s share of searches among travel backpack brands worldwide moved from 77.3% to 70.4%, and its estimated monthly branded searches moved from 4.1M to 2.7M.
- Across the 12 months ending September 2026, Tortuga’s share of searches among travel backpack brands worldwide moved from 0.13% to 0.15%, and its estimated monthly branded searches moved from 7K to 5.7K.
How did search popularity change for travel backpack brands worldwide in September 2026?
2 changes
In September 2026, Patagonia gained share of searches among travel backpack brands worldwide, from 67.8% to 70.4%.
Estimated monthly branded searches for Tortuga worldwide fell 18.6% over 12 measured months, from 7K to 5.7K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Patagonia’s and Tortuga’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.
Other head-to-heads among travel backpack brands
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