Brandwave

How popular isSamsonite?

In September 2026, people searched for Samsonite by name about 4,920 times in New Zealand, a 10.6% increase from the previous year. These searches made up 42.4% of all New Zealand luggage brand searches, placing Samsonite first out of nine brands. When we asked both ChatGPT and Google AI Overviews about luggage brands, Samsonite appeared in all answers and was the most recommended of the nine.

Search and AI answers in September 2026

Samsonite is the most searched of 9 competitors and the 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

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Samsonite appeared in all five answers. Samsonite is the 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 Samsonite?

Samsonite 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 Samsonite and its closest rivals

Every comparison with Samsonite

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Samsonite in New Zealand rose from 4.5K to 4.9K.
  • Across the 12 months ending September 2026, Samsonite’s share of searches among luggage brands in New Zealand increased from 40.2% to 42.4%.
  • Across the 12 months ending September 2026, Samsonite’s share of searches among luggage brands in New Zealand peaked at 44.8% in December 2025 and was lowest at 38.6% in August 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 Samsonite’s branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Samsonite’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.

  • samsonite
  • samsonite backpack
  • samsonite bags
  • samsonite c lite
  • samsonite carry on
  • samsonite cases
  • samsonite freeform luggage
  • samsonite luggage
  • samsonite luggage sale
  • samsonite oc2lite
  • samsonite travel bag
  • set samsonite luggage

Do you work for Samsonite? 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

Where does Samsonite compete?

Samsonite is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Luggage brands1st of 942.4%Shown above
Laptop backpack brands1st of 580.9%Show ranking
Creator with pink hair and a pink jacket

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