Brandwave

How popular isSpellbound in search?

In August 2026, there were an estimated 2.8K branded searches for Spellbound in New Zealand which held steady over the last 11 months. Spellbound holds 30.1% estimated Share of Search among New Zealand glowworm cave tours and is ranked 2nd of 5 competitors for search popularity.

Share of Search, August 2026
  1. Te Anau Glowworm Caves31.4%
  2. Spellbound30.1%
  3. Legendary Black Water Rafting Co18.4%
  4. Kawiti Glow Worm Caves17.5%
  5. Waitomo Adventures2.5%
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Which glowworm cave tours compete with Spellbound?

Spellbound against glowworm cave tours in New Zealand, by month

Share of Search by month for Te Anau Glowworm Caves, Spellbound, Legendary Black Water Rafting Co, Kawiti Glow Worm Caves, Waitomo Adventures. The figures are in the table below the chart.

View monthly share of search table
MonthTe Anau Glowworm CavesSpellboundLegendary Black Water Rafting CoKawiti Glow Worm CavesWaitomo Adventures
Oct 202532.6%18.6%16.9%29.6%2.3%
Nov 202529.8%20.5%19.5%27.9%2.2%
Dec 202527.8%15.9%22%31.8%2.5%
Jan 202629%16.4%19.2%33.6%1.8%
Feb 202627.3%18.5%21.3%30.9%2.1%
Mar 202629.8%20.4%19.4%27.6%2.7%
Apr 202631.2%21.8%20.4%23.7%2.8%
May 202629.7%25.5%19.1%23%2.7%
Jun 202632.3%19.6%20.9%24.1%3.2%
Jul 202627.8%24.9%18.5%26.4%2.4%
Aug 202631.4%30.1%18.4%17.5%2.5%
Sep 2026—————

  1. 1.Te Anau Glowworm Caves

    31.4%

    held 1st · 2.9K estimated branded searches · +13.4% vs prior month · +3.6 points

  2. 2.Spellbound

    30.1%

    moved from 3rd to 2nd · 2.8K estimated branded searches · +21.1% vs prior month · +5.2 points

  3. 3.Legendary Black Water Rafting Co

    18.4%

    moved from 4th to 3rd · 1.7K estimated branded searches · 0% vs prior month · -0.1 points

  4. 4.Kawiti Glow Worm Caves

    17.5%

    moved from 2nd to 4th · 1.6K estimated branded searches · -33.3% vs prior month · -8.8 points

  5. 5.Waitomo Adventures

    2.5%

    held 5th · 230 estimated branded searches · +4.5% vs prior month · +0.1 points

Compare search popularity between Spellbound and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Spellbound in New Zealand held steady at 2.8K.
  • Across the 11 months ending August 2026, Spellbound’s estimated Share of Search among glowworm cave tours in New Zealand increased from 18.6% to 30.1%.
  • Across the 11 months ending August 2026, Spellbound’s estimated Share of Search among glowworm cave tours in New Zealand peaked at 30.1% in August 2026 and was lowest at 15.9% in December 2025.
  • Across the 11 months ending August 2026, Spellbound rose from 3rd to 2nd among glowworm cave tours in New Zealand.

How did search popularity change for New Zealand glowworm cave tours in August 2026?

  1. In August 2026, Spellbound overtook Kawiti Glow Worm Caves to rank 2nd among glowworm cave tours in New Zealand, at 30.1%.

  2. In August 2026, Te Anau Glowworm Caves gained estimated Share of Search among glowworm cave tours in New Zealand, from 27.8% to 31.4%.

  3. In August 2026, Kawiti Glow Worm Caves lost estimated Share of Search among glowworm cave tours in New Zealand, from 26.4% to 17.5%.

  4. In August 2026, Legendary Black Water Rafting Co rose from 4th to 3rd among glowworm cave tours in New Zealand.

  5. Estimated monthly branded searches for Waitomo Adventures in New Zealand fell 32.4% over 11 measured months, from 340 to 230 in August 2026.

How is Spellbound measured?

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

4 branded search terms

  • spellbound cave tour
  • spellbound glowworm
  • spellbound glowworm and cave tour
  • spellbound glowworm caves

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How the Brand Demand Index is measured

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