Brandwave

American Tourister vs Samsonite:Which is more popular?

In September 2026, Samsonite had more branded searches than American Tourister among luggage brands in New Zealand. Samsonite had about 4,600 branded searches, while American Tourister had 2,050. Samsonite made up 42.4% of all luggage brand searches we track, and American Tourister accounted for 18.9%. When we asked ChatGPT and Google AI Overviews about luggage brands, Samsonite appeared in all five answers and American Tourister in three. Samsonite was mentioned before American Tourister in every answer.

Among luggage brands in New Zealand in September 2026

Who do people search for more?

Samsonite, about 2 searches for every 1 for American Tourister

Samsonite 4.6K searchesAmerican Tourister 2K searches

Who does AI mention more?

Samsonite, mentioned in every answer we collected

Samsonite in 5 of 5American Tourister in 3 of 5

Who does AI recommend more?

Samsonite, named ahead of American Tourister in every answer

Samsonite first in 4American Tourister never first

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Samsonite appeared in all five answers. 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. Samsonite was listed before American Tourister in every answer.

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 Samsonite more popular in search?

This chart shows how often people search Google for American Tourister and Samsonite 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 Samsonite among luggage brands in New Zealand, by month

Share of searches by month for Samsonite, American Tourister. 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 Samsonite 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. In September 2026, Samsonite gained share of searches among luggage brands in New Zealand, from 38.6% to 42.4%.

  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.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using American Tourister’s and Samsonite’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

Samsonite

11 branded search terms

  • samsonite
  • samsonite bags
  • samsonite c lite
  • samsonite carry on
  • samsonite cases
  • samsonite freeform luggage
  • samsonite luggage
  • samsonite luggage sale
  • samsonite oc2lite
  • samsonite travel bag
  • set samsonite luggage

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

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