Brandwave

How popular isFirst Light Travel?

In September 2026, people searched for First Light Travel by name about 480 times in New Zealand, a 45.5% decrease from the previous year. These searches made up 0.67% of all New Zealand travel agency searches, placing First Light Travel fifth out of six agencies. When we asked both ChatGPT and Google AI Overviews about travel agencies, First Light Travel appeared in two of the four answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

First Light Travel is the fifth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Flight CentreShare of searches 57.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  2. House of TravelShare of searches 38.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. Wendy Wu ToursShare of searches 1.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. Helloworld TravelShare of searches 1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. First Light TravelShare of searches 0.67%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

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Top travel agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, First Light Travel was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. First Light Travel is the fourth most recommended of the six.

Most recommended by AI

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

  1. Helloworld Travel1st
  2. House of Travel2nd
  3. Flight Centre3rd
  4. First Light Travel4th
  5. Wendy Wu Tours–
  6. World Journeys–

Mentioned by AI

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

  • Flight Centre4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Helloworld Travel4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • House of Travel3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • First Light Travel2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wendy Wu Tours0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • World Journeys0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about travel agencies

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which travel agencies compete with First Light Travel?

First Light Travel against travel agencies in New Zealand, by month

Share of searches by month for Flight Centre, House of Travel, First Light Travel. The figures are in the table below the chart.

View monthly share of searches table
MonthFlight CentreHouse of TravelWendy Wu ToursHelloworld TravelFirst Light TravelWorld Journeys
Oct 202551.7%42.9%2%1.1%1.4%0.95%
Nov 202552.2%43.4%1.4%0.93%1.1%0.99%
Dec 202557.2%39%1.2%0.83%1%0.69%
Jan 202657.5%39.1%1.2%0.95%0.68%0.58%
Feb 202657.3%38.9%1.2%1.2%0.83%0.6%
Mar 202657.1%38.8%1.2%0.83%1.2%0.72%
Apr 202657%38.8%1.7%0.82%1%0.7%
May 202657.1%38.9%1.8%0.84%0.83%0.56%
Jun 202652.6%43.6%1.7%0.76%0.76%0.52%
Jul 202657.3%39%1.4%0.83%0.83%0.69%
Aug 202657%38.8%1.8%1%0.67%0.7%
Sep 202657.1%38.8%1.8%1%0.67%0.56%

  1. 1.Flight Centre

    57.1%

    Held 1st. 40.7K estimated branded searches, +0.05% vs prior month. Share +0.1 points.

  2. 2.House of Travel

    38.8%

    Held 2nd. 27.7K estimated branded searches, -0.04% vs prior month. Share 0 points.

  3. 3.Wendy Wu Tours

    1.8%

    Held 3rd. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Helloworld Travel

    1%

    Held 4th. 730 estimated branded searches, +1.4% vs prior month. Share 0 points.

  5. 5.First Light Travel

    0.67%

    Moved from 6th to 5th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.World Journeys

    0.56%

    Moved from 5th to 6th. 400 estimated branded searches, -20% vs prior month. Share -0.1 points.

Compare popularity between First Light Travel and its closest rivals

Every comparison with First Light Travel

5 comparisons

How has branded search demand for First Light Travel changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for First Light Travel in New Zealand fell from 880 to 480.
  • Across the 12 months ending September 2026, First Light Travel’s share of searches among travel agencies in New Zealand decreased from 1.4% to 0.67%.
  • Across the 12 months ending September 2026, First Light Travel fell from 4th to 5th among travel agencies in New Zealand.

How did search popularity change for New Zealand travel agencies in September 2026?

3 changes

  1. In September 2026, First Light Travel rose from 6th to 5th among travel agencies in New Zealand.

  2. In September 2026, World Journeys fell from 5th to 6th among travel agencies in New Zealand.

  3. Estimated monthly branded searches for Flight Centre in New Zealand rose 22.2% over 12 measured months, from 33.3K to 40.7K in September 2026.

How are First Light Travel’s branded searches counted?

1 search term

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

  • first light travel

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How the Brand Demand Index is measured

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