How popular isSpellbound?
In September 2026, people searched for Spellbound by name about 440 times in New Zealand, an 18.9% increase from the previous year. These searches made up 0.78% of all New Zealand glowworm cave tour searches, placing Spellbound sixth out of seven tours. When we asked both ChatGPT and Google AI Overviews about glowworm cave tours, Spellbound appeared in all answers and was the second most recommended of the seven.
Spellbound is the sixth most searched of 7 competitors and the second most recommended in AI answers.
Waitomo Glowworm CavesShare of searches 81.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
Te Anau Glowworm CavesShare of searches 6.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
Kawiti Glow Worm CavesShare of searches 5.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –- Legendary Black Water Rafting CoShare of searches 3.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
SpellboundShare of searches 0.78%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
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Top glowworm cave tours in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Spellbound appeared in all four answers. Spellbound is the second most recommended of the seven.
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.
- Waitomo Glowworm Caves4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Legendary Black Water Rafting Co4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Ruakuri Cave4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Spellbound4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Te Anau Glowworm Caves3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Kawiti Glow Worm Caves0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Waitomo Adventures0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about glowworm cave tours
4 answers
Asked ChatGPT
“Which glowworm cave tour should I book in New Zealand?”
Asked ChatGPT
“What are the best glowworm cave tours in New Zealand?”
Asked ChatGPT
“What's the best glowworm cave tour in New Zealand for a nature adventure?”
Searched Google, AI Overview
“glowworm cave tours”
Searched Google, AI Overview
“black water rafting”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which glowworm cave tours compete with Spellbound?
Share of searches by month for Waitomo Glowworm Caves, Te Anau Glowworm Caves, Kawiti Glow Worm Caves, Legendary Black Water Rafting Co, Ruakuri Cave, Spellbound. The figures are in the table below the chart.
View monthly share of searches table
| Month | Waitomo Glowworm Caves | Te Anau Glowworm Caves | Kawiti Glow Worm Caves | Legendary Black Water Rafting Co | Ruakuri Cave | Spellbound | Waitomo Adventures |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 77.4% | 7% | 7% | 3.8% | 3.8% | 0.59% | 0.51% |
| Nov 2025 | 78.5% | 6.6% | 6.6% | 4.4% | 2.9% | 0.45% | 0.48% |
| Dec 2025 | 76.5% | 6.4% | 7.9% | 5.3% | 2.8% | 0.45% | 0.58% |
| Jan 2026 | 77.3% | 6.6% | 8% | 4.4% | 2.9% | 0.37% | 0.39% |
| Feb 2026 | 78.8% | 5.9% | 7.2% | 4.8% | 2.6% | 0.38% | 0.42% |
| Mar 2026 | 81.9% | 5.7% | 5.7% | 3.8% | 2% | 0.4% | 0.51% |
| Apr 2026 | 81.4% | 6% | 4.9% | 4% | 2.6% | 0.57% | 0.53% |
| May 2026 | 81.6% | 5.9% | 4.9% | 3.9% | 2.7% | 0.53% | 0.53% |
| Jun 2026 | 83.8% | 5.4% | 4.2% | 3.6% | 2% | 0.56% | 0.47% |
| Jul 2026 | 84.7% | 4.4% | 4.4% | 3% | 2.4% | 0.68% | 0.39% |
| Aug 2026 | 84.7% | 5.1% | 3.4% | 3.4% | 2.1% | 0.75% | 0.45% |
| Sep 2026 | 81.2% | 6.4% | 5.1% | 3.4% | 2.8% | 0.78% | 0.37% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 81.2% | 45.9K | +15.6% | -3.6 points | |
| 2, held 2nd | 6.4% | 3.6K | +50% | +1.2 points | |
| 3, held 3rd | 5.1% | 2.9K | +81.3% | +1.7 points | |
| 4, held 4th | 3.4% | 1.9K | +18.8% | -0.1 points | |
| 5, held 5th | 2.8% | 1.6K | +60% | +0.7 points | |
| 6, held 6th | 0.78% | 440 | +25.7% | 0 points | |
| 7, held 7th | 0.37% | 210 | 0% | -0.1 points |
81.2%
Held 1st. 45.9K estimated branded searches, +15.6% vs prior month. Share -3.6 points.
6.4%
Held 2nd. 3.6K estimated branded searches, +50% vs prior month. Share +1.2 points.
5.1%
Held 3rd. 2.9K estimated branded searches, +81.3% vs prior month. Share +1.7 points.
Held 4th. 1.9K estimated branded searches, +18.8% vs prior month. Share -0.1 points.
2.8%
Held 5th. 1.6K estimated branded searches, +60% vs prior month. Share +0.7 points.
0.78%
Held 6th. 440 estimated branded searches, +25.7% vs prior month. Share 0 points.
0.37%
Held 7th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare popularity between Spellbound and its closest rivals
- Spellbound vs Te Anau Glowworm Caves: compare popularity
- Spellbound vs Kawiti Glow Worm Caves: compare popularity
- Spellbound vs Legendary Black Water Rafting Co: compare popularity
- Spellbound vs Ruakuri Cave: compare popularity
- Spellbound vs Waitomo Adventures: compare popularity
- Compare Spellbound with any brand
Every comparison with Spellbound
6 comparisons
How has branded search demand for Spellbound changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Spellbound in New Zealand rose from 370 to 440.
- Across the 12 months ending September 2026, Spellbound’s share of searches among glowworm cave tours in New Zealand held steady, from 0.59% to 0.78%.
How did search popularity change for New Zealand glowworm cave tours in September 2026?
6 changes
In September 2026, Kawiti Glow Worm Caves gained share of searches among glowworm cave tours in New Zealand, from 3.4% to 5.1%.
In September 2026, Te Anau Glowworm Caves gained share of searches among glowworm cave tours in New Zealand, from 5.1% to 6.4%.
In September 2026, Ruakuri Cave gained share of searches among glowworm cave tours in New Zealand, from 2.1% to 2.8%.
In September 2026, Waitomo Glowworm Caves lost share of searches among glowworm cave tours in New Zealand, from 84.7% to 81.2%.
Estimated monthly branded searches for Spellbound in New Zealand rose 18.9% over 12 measured months, from 370 to 440 in September 2026.
Estimated monthly branded searches for Waitomo Adventures in New Zealand fell 34.4% over 12 measured months, from 320 to 210 in September 2026.
How are Spellbound’s branded searches counted?
3 search terms
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.
- spellbound cave tour
- spellbound glowworm
- spellbound glowworm caves
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