How popular isTumi?
In September 2026, people searched for Tumi by name about 700 times in New Zealand, a 19.5% decrease from the previous year. These searches made up 6.5% of all New Zealand luggage brand searches, placing Tumi fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about luggage brands, Tumi appeared in one of the five answers and was the eighth most recommended of the nine.
Tumi is the fifth most searched of 9 competitors and the eighth most recommended in AI answers.
SamsoniteShare of searches 42.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
American TouristerShare of searches 18.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
JulyShare of searches 12.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
AntlerShare of searches 10.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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, Tumi was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Tumi is the eighth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Samsonite1st
- Antler2nd
- American Tourister3rd
Briggs & Riley4th- July5th
Away6th
Monos7th- Tumi8th
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
Asked ChatGPT
“Which luggage brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best luggage brands in New Zealand?”
Asked ChatGPT
“What's the best luggage brand in New Zealand for frequent travel?”
Searched Google, AI Overview
“carry on luggage nz”
Searched Google, AI Overview
“best luggage brands”
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 Tumi?
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
| Month | Samsonite | American Tourister | July | Antler | Tumi | Delsey | Away | Briggs & Riley | Monos |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.2% | 19% | 14.9% | 8.5% | 8.4% | 5.2% | 1.6% | 1.3% | 0.86% |
| Nov 2025 | 43.4% | 17.8% | 16.2% | 7.5% | 5.5% | 4.2% | 2.9% | 1.5% | 0.93% |
| Dec 2025 | 44.8% | 17.6% | 13.2% | 7.5% | 7.6% | 4.8% | 2.2% | 1.5% | 0.88% |
| Jan 2026 | 41.8% | 18% | 14.8% | 8.2% | 7.7% | 4.4% | 2.2% | 2.3% | 0.71% |
| Feb 2026 | 39% | 16.7% | 21.7% | 7.1% | 6.8% | 4.4% | 2% | 1.6% | 0.67% |
| Mar 2026 | 44.4% | 15% | 15.7% | 7.4% | 6.5% | 4.9% | 3.2% | 2% | 1% |
| Apr 2026 | 43.8% | 15.7% | 13.2% | 10% | 7.9% | 4.1% | 2.8% | 1.9% | 0.64% |
| May 2026 | 41.4% | 16.8% | 14.7% | 8.9% | 6.4% | 3.9% | 3.9% | 1.5% | 2.4% |
| Jun 2026 | 41.2% | 14.9% | 14% | 8.1% | 5.5% | 4.2% | 6.6% | 1.4% | 4.2% |
| Jul 2026 | 39.7% | 18.1% | 14.7% | 9.1% | 5.4% | 5.3% | 4.4% | 1.7% | 1.7% |
| Aug 2026 | 38.6% | 18.8% | 15.7% | 10.3% | 6.5% | 4.5% | 2.7% | 1.8% | 1% |
| Sep 2026 | 42.4% | 18.9% | 12.5% | 10.7% | 6.5% | 4.5% | 2.2% | 1.6% | 0.65% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.4% | 4.6K | +1.1% | +3.8 points | |
| 2, held 2nd | 18.9% | 2K | -7.7% | +0.1 points | |
| 3, held 3rd | 12.5% | 1.4K | -26.5% | -3.1 points | |
| 4, held 4th | 10.7% | 1.2K | -4.9% | +0.4 points | |
| 5, held 5th | 6.5% | 700 | -9.1% | -0.1 points | |
| 6, held 6th | 4.5% | 490 | -7.5% | 0 points | |
| 7, held 7th | 2.2% | 240 | -25% | -0.5 points | |
| 8, held 8th | 1.6% | 170 | -19% | -0.2 points | |
| 9, held 9th | 0.65% | 70 | -41.7% | -0.4 points |
42.4%
Held 1st. 4.6K estimated branded searches, +1.1% vs prior month. Share +3.8 points.
18.9%
Held 2nd. 2K estimated branded searches, -7.7% vs prior month. Share +0.1 points.
3.
July12.5%
Held 3rd. 1.4K estimated branded searches, -26.5% vs prior month. Share -3.1 points.
4.
Antler10.7%
Held 4th. 1.2K estimated branded searches, -4.9% vs prior month. Share +0.4 points.
5.
Tumi6.5%
Held 5th. 700 estimated branded searches, -9.1% vs prior month. Share -0.1 points.
6.
Delsey4.5%
Held 6th. 490 estimated branded searches, -7.5% vs prior month. Share 0 points.
7.
Away2.2%
Held 7th. 240 estimated branded searches, -25% vs prior month. Share -0.5 points.
1.6%
Held 8th. 170 estimated branded searches, -19% vs prior month. Share -0.2 points.
9.
Monos0.65%
Held 9th. 70 estimated branded searches, -41.7% vs prior month. Share -0.4 points.
Compare popularity between Tumi and its closest rivals
Every comparison with Tumi
8 comparisons
How has branded search demand for Tumi changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Tumi in New Zealand fell from 870 to 700.
- Across the 12 months ending September 2026, Tumi’s share of searches among luggage brands in New Zealand decreased from 8.4% to 6.5%.
- Across the 12 months ending September 2026, Tumi’s share of searches among luggage brands in New Zealand peaked at 8.4% in October 2025 and was lowest at 5.4% in July 2026.
How did search popularity change for New Zealand luggage brands in September 2026?
6 changes
In September 2026, Samsonite gained share of searches among luggage brands in New Zealand, from 38.6% to 42.4%.
In September 2026, July lost share of searches among luggage brands in New Zealand, from 15.7% to 12.5%.
In September 2026, Away lost share of searches among luggage brands in New Zealand, from 2.7% to 2.2%.
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.
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.
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 Tumi’s branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Tumi’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.
- tumi
- tumi backpack
- tumi bags
- tumi carry on
- tumi laptop bag
- tumi luggage
- tumi suitcase
Do you work for Tumi? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Tumi your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.