Brandwave

How popular isStray?

In September 2026, people searched for Stray by name about 150 times in New Zealand, about the same as the previous year. These searches made up 0.45% of all New Zealand tour operator searches, placing Stray 12th out of 14 operators. When we asked both ChatGPT and Google AI Overviews about tour operators, Stray did not appear in any of the answers.

Search and AI answers in September 2026

Stray is the 12th most searched of 14 competitors and not listed in any AI answer.

  1. Flying KiwiShare of searches 24.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. RealNZShare of searches 22.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. ContikiShare of searches 18.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  4. Intrepid TravelShare of searches 14.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. StrayShare of searches 0.45%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+9 more

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Top tour operators in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stray did not appear in any of the five answers.

Most recommended by AI

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

  1. MoaTrek New Zealand Tours1st
  2. Intrepid Travel2nd
  3. Grand Pacific Tours3rd
  4. AAT Kings4th
  5. G Adventures5th
  6. Cheeky Kiwi Travel6th
  7. Wild Kiwi Adventure Tours6th
  8. +4 more
  9. Topdeck–
  10. Stray–
  11. Haka Tours–

Mentioned by AI

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

  • MoaTrek New Zealand Tours5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intrepid Travel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • G Adventures3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cheeky Kiwi Travel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AAT Kings3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Grand Pacific Tours3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wild Kiwi Adventure Tours2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Contiki1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kiwi Experience1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stray0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about tour operators

5 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 21, 2026.

Which tour operators compete with Stray?

Stray against tour operators in New Zealand, by month

Share of searches by month for Flying Kiwi, RealNZ, Contiki, Intrepid Travel, G Adventures, Kiwi Experience, Topdeck, Stray. The figures are in the table below the chart.

View monthly share of searches table
MonthFlying KiwiRealNZContikiIntrepid TravelG AdventuresKiwi ExperienceTopdeckCheeky Kiwi TravelAAT KingsWild Kiwi Adventure ToursGrand Pacific ToursStrayHaka ToursMoaTrek New Zealand Tours
Oct 20259.2%28.8%24.1%10.3%10%6.3%4.1%2.8%1%0.66%0.82%0.47%1.2%0.28%
Nov 202512.1%26.5%20.7%13.6%10.1%6.8%3.6%2.7%0.87%0.87%0.46%0.38%0.87%0.25%
Dec 202510%32.2%20.6%13.1%8.9%6.9%2.7%2.7%0.58%0.88%0.47%0.22%0.58%0.14%
Jan 20261.7%27.6%23.9%18.2%11.2%8.5%3.7%2.3%0.74%0.74%0.48%0.35%0.48%0.12%
Feb 20268.3%27.5%19.2%15.2%10.9%8.4%3.7%2.8%1.3%1.1%0.59%0.37%0.48%0.25%
Mar 202615.9%28.7%18.3%9.9%9.5%7.2%2.6%2.9%1.7%0.94%0.61%0.44%0.94%0.26%
Apr 20269.3%29.3%22.9%10.7%9.9%4.3%3.2%2.3%1%0.67%0.67%0.32%5.1%0.29%
May 202623.4%21.5%21.6%12.1%9.5%2.6%2.9%1.7%0.92%1.7%0.6%0.29%0.92%0.26%
Jun 202625.4%18.8%23.7%10.6%10.2%2.3%3.2%1.8%1%1.2%0.34%0.34%0.81%0.28%
Jul 202618.3%24.5%25.7%9.7%10.9%2.6%3%2%1.1%0.71%0.37%0.3%0.57%0.3%
Aug 202629.1%21.6%21.8%9.9%7.6%2.7%2.9%1.7%0.76%0.76%0.41%0.21%0.41%0.21%
Sep 202624.4%22.3%18.4%14.7%9.4%3.1%2.7%1.8%0.78%0.78%0.63%0.45%0.33%0.27%

  1. 1.Flying Kiwi

    24.4%

    Held 1st. 8.1K estimated branded searches, -18% vs prior month. Share -4.7 points.

  2. 2.RealNZ

    22.3%

    Moved from 3rd to 2nd. 7.4K estimated branded searches, +0.82% vs prior month. Share +0.7 points.

  3. 3.Contiki

    18.4%

    Moved from 2nd to 3rd. 6.1K estimated branded searches, -17.5% vs prior month. Share -3.4 points.

  4. 4.Intrepid Travel

    14.7%

    Held 4th. 4.9K estimated branded searches, +44.4% vs prior month. Share +4.8 points.

  5. 5.G Adventures

    9.4%

    Held 5th. 3.1K estimated branded searches, +20.8% vs prior month. Share +1.8 points.

  6. 6.Kiwi Experience

    3.1%

    Moved from 7th to 6th. 1K estimated branded searches, +14.3% vs prior month. Share +0.5 points.

  7. 7.Topdeck

    2.7%

    Moved from 6th to 7th. 890 estimated branded searches, -11% vs prior month. Share -0.3 points.

  8. 8.Cheeky Kiwi Travel

    1.8%

    Held 8th. 590 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.AAT Kings

    0.78%

    Held 9th. 260 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Wild Kiwi Adventure Tours

    0.78%

    Held 10th. 260 estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Grand Pacific Tours

    0.63%

    Held 11th. 210 estimated branded searches, +50% vs prior month. Share +0.2 points.

  12. 12.Stray

    0.45%

    Moved from 14th to 12th. 150 estimated branded searches, +114.3% vs prior month. Share +0.2 points.

  13. 13.Haka Tours

    0.33%

    Moved from 12th to 13th. 110 estimated branded searches, -21.4% vs prior month. Share -0.1 points.

  14. 14.MoaTrek New Zealand Tours

    0.27%

    Moved from 13th to 14th. 90 estimated branded searches, +28.6% vs prior month. Share +0.1 points.

Compare popularity between Stray and its closest rivals

Every comparison with Stray

13 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stray in New Zealand held steady at 150.
  • Across the 12 months ending September 2026, Stray rose from 13th to 12th among tour operators in New Zealand.

How did search popularity change for New Zealand tour operators in September 2026?

6 changes

  1. In September 2026, RealNZ overtook Contiki to rank 2nd among tour operators in New Zealand, with 22.3% of the searches.

  2. In September 2026, Intrepid Travel gained share of searches among tour operators in New Zealand, from 9.9% to 14.7%.

  3. In September 2026, G Adventures gained share of searches among tour operators in New Zealand, from 7.6% to 9.4%.

  4. In September 2026, Flying Kiwi lost share of searches among tour operators in New Zealand, from 29.1% to 24.4%.

  5. In September 2026, Contiki lost share of searches among tour operators in New Zealand, from 21.8% to 18.4%.

  6. Kiwi Experience’s share of searches among tour operators in New Zealand has gained ground for 3 months in a row, from 2.3% to 3.1% in September 2026.

How are Stray’s branded searches counted?

3 search terms

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

  • stray bus
  • stray tour
  • stray travel

Do you work for Stray? 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

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