Brandwave

American Tourister vs Antler:Which is more popular?

In September 2026, American Tourister had more branded searches than Antler among luggage brands in New Zealand. American Tourister had about 2,050 branded searches, while Antler had 1,160. American Tourister made up 18.9% of all luggage brand searches we track, and Antler accounted for 10.7%. When we asked ChatGPT and Google AI Overviews about luggage brands, Antler appeared in four of the five answers and American Tourister in three. American Tourister and Antler were each mentioned first in two of the four answers.

Among luggage brands in New Zealand in September 2026

Who do people search for more?

American Tourister, about 77% more searches than Antler

American Tourister 2K searchesAntler 1.2K searches

Who does AI mention more?

Antler, mentioned in 4 of 5 answers, American Tourister in 3

Antler in 4 of 5American Tourister in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

American Tourister first in 2Antler first in 2

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Antler was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. American Tourister was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. American Tourister and Antler were each listed first in two of the four answers.

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.

Is American Tourister or Antler more popular in search?

This chart shows how often people search Google for American Tourister and Antler by name. Each line represents a brand's share of searches for all nine luggage brands we track, month by month, from searches in New Zealand.

American Tourister and Antler among luggage brands in New Zealand, by month

Share of searches by month for American Tourister, Antler. 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%

How has the American Tourister and Antler comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand luggage brands in September 2026?

2 changes

  1. 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.

  2. 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.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using American Tourister’s and Antler’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

American Tourister

11 branded search terms

  • american tourister
  • american tourister airconic
  • american tourister backpack
  • american tourister bag
  • american tourister curio
  • american tourister linex
  • american tourister luggage
  • american tourister suitcase
  • americantourister
  • americantourister luggage
  • americantourister suitcase

Antler

5 branded search terms

  • antler carry on
  • antler luggage
  • antler luggage backpack
  • antler luggage bag
  • antler suitcase

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

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