Brandwave

American Tourister vs Tumi:Which is more popular?

In September 2026, American Tourister had more branded searches than Tumi among luggage brands in New Zealand. American Tourister had about 2,050 branded searches, while Tumi had 700. American Tourister made up 18.9% of all luggage brand searches we track, and Tumi accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about luggage brands, American Tourister appeared in three of the five answers and Tumi in one. American Tourister was mentioned before Tumi in two out of three answers that named either.

Among luggage brands in New Zealand in September 2026

Who do people search for more?

American Tourister, about 3 searches for every 1 for Tumi

American Tourister 2K searchesTumi 700 searches

Who does AI mention more?

American Tourister, mentioned in 3 of 5 answers, Tumi in 1

American Tourister in 3 of 5Tumi in 1 of 5

Who does AI recommend more?

American Tourister, named ahead of Tumi in 2 of 3 answers

American Tourister first in 2Tumi first in 1

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. 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. American Tourister was listed before Tumi in two out of three answers that named either.

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 Tumi more popular in search?

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

Share of searches by month for American Tourister, Tumi. 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 Tumi 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. Estimated monthly branded searches for Tumi in New Zealand fell 19.5% over 12 measured months, from 870 to 700 in September 2026.

How are branded searches counted?

18 search terms

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

Tumi

7 branded search terms

  • tumi
  • tumi backpack
  • tumi bags
  • tumi carry on
  • tumi laptop bag
  • tumi luggage
  • tumi suitcase

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

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