Samsonite vs Tumi:Which is more popular?
In September 2026, Samsonite had more branded searches than Tumi among luggage brands in New Zealand. Samsonite had about 4,600 branded searches, while Tumi had 700. Samsonite made up 42.4% of all luggage brand searches we track, and Tumi accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about luggage brands, Samsonite appeared in all five answers and Tumi in one. Samsonite was mentioned before Tumi in every answer.
Who do people search for more?
Samsonite, about 7 searches for every 1 for Tumi
Who does AI mention more?
Samsonite, mentioned in every answer we collected
Who does AI recommend more?
Samsonite, named ahead of Tumi in every answer
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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. 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. Samsonite was listed before Tumi in every answer.
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.
Is Samsonite or Tumi more popular in search?
This chart shows how often people search Google for Samsonite 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.
Share of searches by month for Samsonite, Tumi. 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% |
How has the Samsonite and Tumi comparison changed over the last 12 months?
3 findings
- Samsonite was ahead of Tumi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Samsonite’s share of searches among luggage brands in New Zealand moved from 40.2% to 42.4%, and its estimated monthly branded searches moved from 4.2K to 4.6K.
- Across the 12 months ending September 2026, Tumi’s share of searches among luggage brands in New Zealand moved from 8.4% to 6.5%, and its estimated monthly branded searches moved from 870 to 700.
How did search popularity change for New Zealand luggage brands in September 2026?
2 changes
In September 2026, Samsonite gained share of searches among luggage brands in New Zealand, from 38.6% to 42.4%.
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 Samsonite’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.
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
Tumi
7 branded search terms
- tumi
- tumi backpack
- tumi bags
- tumi carry on
- tumi laptop bag
- tumi luggage
- tumi suitcase
Other head-to-heads among luggage brands
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