Brandwave

How popular isAmerican Tourister?

In September 2026, people searched for American Tourister by name about 2,050 times in New Zealand, about the same as the previous year. These searches made up 18.9% of all New Zealand luggage brand searches, placing American Tourister second out of nine brands. When we asked both ChatGPT and Google AI Overviews about luggage brands, American Tourister appeared in three of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

American Tourister is the second most searched of 9 competitors and the third most recommended in AI answers.

  1. SamsoniteShare of searches 42.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. American TouristerShare of searches 18.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. JulyShare of searches 12.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  4. AntlerShare of searches 10.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. TumiShare of searches 6.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

+4 more

American Tourister website (opens in a new tab)

Follow American Tourister and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, American Tourister was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. American Tourister is the third most recommended of the nine.

Most recommended by AI

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

  1. Samsonite1st
  2. Antler2nd
  3. American Tourister3rd
  4. Briggs & Riley4th
  5. July5th
  6. Away6th
  7. Monos7th
  8. Tumi8th
  9. Delsey9th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Samsonite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • July4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Antler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • American Tourister3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Briggs & Riley3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tumi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Delsey1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Away1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Monos1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about luggage brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which luggage brands compete with American Tourister?

American Tourister against luggage brands in New Zealand, by month

Share of searches by month for Samsonite, American Tourister, July, Antler, Tumi, Delsey, Away. The figures are in the table below the chart.

View monthly share of searches table
MonthSamsoniteAmerican TouristerJulyAntlerTumiDelseyAwayBriggs & RileyMonos
Oct 202540.2%19%14.9%8.5%8.4%5.2%1.6%1.3%0.86%
Nov 202543.4%17.8%16.2%7.5%5.5%4.2%2.9%1.5%0.93%
Dec 202544.8%17.6%13.2%7.5%7.6%4.8%2.2%1.5%0.88%
Jan 202641.8%18%14.8%8.2%7.7%4.4%2.2%2.3%0.71%
Feb 202639%16.7%21.7%7.1%6.8%4.4%2%1.6%0.67%
Mar 202644.4%15%15.7%7.4%6.5%4.9%3.2%2%1%
Apr 202643.8%15.7%13.2%10%7.9%4.1%2.8%1.9%0.64%
May 202641.4%16.8%14.7%8.9%6.4%3.9%3.9%1.5%2.4%
Jun 202641.2%14.9%14%8.1%5.5%4.2%6.6%1.4%4.2%
Jul 202639.7%18.1%14.7%9.1%5.4%5.3%4.4%1.7%1.7%
Aug 202638.6%18.8%15.7%10.3%6.5%4.5%2.7%1.8%1%
Sep 202642.4%18.9%12.5%10.7%6.5%4.5%2.2%1.6%0.65%

  1. 1.Samsonite

    42.4%

    Held 1st. 4.6K estimated branded searches, +1.1% vs prior month. Share +3.8 points.

  2. 2.American Tourister

    18.9%

    Held 2nd. 2K estimated branded searches, -7.7% vs prior month. Share +0.1 points.

  3. 3.July

    12.5%

    Held 3rd. 1.4K estimated branded searches, -26.5% vs prior month. Share -3.1 points.

  4. 4.Antler

    10.7%

    Held 4th. 1.2K estimated branded searches, -4.9% vs prior month. Share +0.4 points.

  5. 5.Tumi

    6.5%

    Held 5th. 700 estimated branded searches, -9.1% vs prior month. Share -0.1 points.

  6. 6.Delsey

    4.5%

    Held 6th. 490 estimated branded searches, -7.5% vs prior month. Share 0 points.

  7. 7.Away

    2.2%

    Held 7th. 240 estimated branded searches, -25% vs prior month. Share -0.5 points.

  8. 8.Briggs & Riley

    1.6%

    Held 8th. 170 estimated branded searches, -19% vs prior month. Share -0.2 points.

  9. 9.Monos

    0.65%

    Held 9th. 70 estimated branded searches, -41.7% vs prior month. Share -0.4 points.

Compare popularity between American Tourister and its closest rivals

Every comparison with American Tourister

8 comparisons

How has branded search demand for American Tourister changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for American Tourister in New Zealand held steady at 2K.
  • Across the 12 months ending September 2026, American Tourister’s share of searches among luggage brands in New Zealand peaked at 19% in October 2025 and was lowest at 14.9% in June 2026.

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

6 changes

  1. In September 2026, Samsonite gained share of searches among luggage brands in New Zealand, from 38.6% to 42.4%.

  2. In September 2026, July lost share of searches among luggage brands in New Zealand, from 15.7% to 12.5%.

  3. In September 2026, Away lost share of searches among luggage brands in New Zealand, from 2.7% to 2.2%.

  4. American Tourister’s share of searches among luggage brands in New Zealand has gained ground for 3 months in a row, from 14.9% to 18.9% in September 2026.

  5. Antler’s share of searches among luggage brands in New Zealand has gained ground for 3 months in a row, from 8.1% to 10.7% in September 2026.

  6. Monos’ share of searches among luggage brands in New Zealand has lost ground for 3 months in a row, from 4.2% to 0.65% in September 2026.

How are American Tourister’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using American Tourister’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • american tourister
  • american tourister airconic
  • american tourister backpack
  • american tourister bag
  • american tourister curio
  • american tourister linex
  • american tourister luggage
  • american tourister suitcase
  • americantourister
  • americantourister luggage
  • americantourister suitcase

Do you work for American Tourister? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is American Tourister your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free