---
title: "Travel Agencies in New Zealand: Share of Search"
description: "Share of Search among Flight Centre, Wendy Wu Tours, Helloworld Travel, World Journeys and First Light Travel, the travel agencies Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/travel-agencies"
publisher: "Brandwave"
---

# Travel Agencies in New Zealand: Share of Search

Share of Search among Flight Centre, Wendy Wu Tours, Helloworld Travel, World Journeys and First Light Travel, the travel agencies Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Travel Agencies
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Flight Centre, 93.1%

## Which brand has the highest Share of Search among travel agencies in New Zealand?

- Flight Centre holds the highest estimated Share of Search among travel agencies in New Zealand, at 93.1% in August 2026.
- Wendy Wu Tours is in 2nd place, 90.2 percentage points behind at 3% Share of Search.
- Across the 12 months ending August 2026, Wendy Wu Tours’ estimated Share of Search among travel agencies in New Zealand increased from 2.3% to 3%.
- Across the 12 months ending August 2026, First Light Travel’s estimated Share of Search among travel agencies in New Zealand decreased from 1.6% to 1.1%.
- Across the 12 months ending August 2026, Flight Centre’s estimated Share of Search among travel agencies in New Zealand peaked at 94.4% in January 2026 and was lowest at 90.5% in October 2025.
- Across the 12 months ending August 2026, Wendy Wu Tours’ estimated Share of Search among travel agencies in New Zealand peaked at 3.5% in October 2025 and was lowest at 1.9% in February 2026.
- Across the 12 months ending August 2026, First Light Travel’s estimated Share of Search among travel agencies in New Zealand peaked at 2.4% in October 2025 and was lowest at 1.1% in August 2026.
- Across the 12 months ending August 2026, World Journeys rose from 5th to 4th among travel agencies in New Zealand.
- Across the 12 months ending August 2026, First Light Travel fell from 4th to 5th among travel agencies in New Zealand.
- Across the 12 months ending August 2026, Flight Centre and Helloworld Travel held steady: their estimated Share of Search among travel agencies in New Zealand each moved less than 0.5 percentage points.

## What changed among travel agencies in New Zealand?

- In August 2026, Wendy Wu Tours gained estimated Share of Search among travel agencies in New Zealand, from 2.3% to 3%.
- In August 2026, Flight Centre lost estimated Share of Search among travel agencies in New Zealand, from 93.8% to 93.1%.
- In August 2026, World Journeys rose from 5th to 4th among travel agencies in New Zealand.
- In August 2026, First Light Travel fell from 4th to 5th among travel agencies in New Zealand.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Flight Centre | 93.1% | 40.7K | +0.1% | Flight Centre (NZ) Limited |
| 2 | Wendy Wu Tours | 3% | 1.3K | +30.0% | Wendy Wu Tours Limited |
| 3 | Helloworld Travel | 1.6% | 720 | +22.0% | Helloworld NZ Franchising Limited |
| 4 | World Journeys | 1.1% | 500 | +2.0% | World Journeys Limited |
| 5 | First Light Travel | 1.1% | 480 | -18.6% | First Light Travel Limited |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Flight Centre | 40.7K | 93.3% | 1 |
| Sep 2025 | Wendy Wu Tours | 1K | 2.3% | 2 |
| Sep 2025 | Helloworld Travel | 720 | 1.6% | 3 |
| Sep 2025 | First Light Travel | 720 | 1.6% | 4 |
| Sep 2025 | World Journeys | 490 | 1.1% | 5 |
| Oct 2025 | Flight Centre | 33.3K | 90.5% | 1 |
| Oct 2025 | Wendy Wu Tours | 1.3K | 3.5% | 2 |
| Oct 2025 | First Light Travel | 880 | 2.4% | 3 |
| Oct 2025 | Helloworld Travel | 720 | 2% | 4 |
| Oct 2025 | World Journeys | 610 | 1.7% | 5 |
| Nov 2025 | Flight Centre | 33.3K | 92.2% | 1 |
| Nov 2025 | Wendy Wu Tours | 880 | 2.4% | 2 |
| Nov 2025 | First Light Travel | 720 | 2% | 3 |
| Nov 2025 | World Journeys | 630 | 1.7% | 4 |
| Nov 2025 | Helloworld Travel | 590 | 1.6% | 5 |
| Dec 2025 | Flight Centre | 33.3K | 93.8% | 1 |
| Dec 2025 | Wendy Wu Tours | 720 | 2% | 2 |
| Dec 2025 | First Light Travel | 590 | 1.7% | 3 |
| Dec 2025 | Helloworld Travel | 480 | 1.4% | 4 |
| Dec 2025 | World Journeys | 400 | 1.1% | 5 |
| Jan 2026 | Flight Centre | 60.8K | 94.4% | 1 |
| Jan 2026 | Wendy Wu Tours | 1.3K | 2% | 2 |
| Jan 2026 | Helloworld Travel | 1K | 1.6% | 3 |
| Jan 2026 | First Light Travel | 720 | 1.1% | 4 |
| Jan 2026 | World Journeys | 610 | 0.95% | 5 |
| Feb 2026 | Flight Centre | 49.7K | 93.9% | 1 |
| Feb 2026 | Helloworld Travel | 1K | 1.9% | 2 |
| Feb 2026 | Wendy Wu Tours | 1K | 1.9% | 3 |
| Feb 2026 | First Light Travel | 720 | 1.4% | 4 |
| Feb 2026 | World Journeys | 520 | 0.98% | 5 |
| Mar 2026 | Flight Centre | 40.7K | 93.4% | 1 |
| Mar 2026 | First Light Travel | 880 | 2% | 2 |
| Mar 2026 | Wendy Wu Tours | 880 | 2% | 3 |
| Mar 2026 | Helloworld Travel | 590 | 1.4% | 4 |
| Mar 2026 | World Journeys | 510 | 1.2% | 5 |
| Apr 2026 | Flight Centre | 33.3K | 93.1% | 1 |
| Apr 2026 | Wendy Wu Tours | 1K | 2.8% | 2 |
| Apr 2026 | First Light Travel | 590 | 1.7% | 3 |
| Apr 2026 | Helloworld Travel | 480 | 1.3% | 4 |
| Apr 2026 | World Journeys | 410 | 1.1% | 5 |
| May 2026 | Flight Centre | 40.7K | 93.4% | 1 |
| May 2026 | Wendy Wu Tours | 1.3K | 3% | 2 |
| May 2026 | Helloworld Travel | 600 | 1.4% | 3 |
| May 2026 | First Light Travel | 590 | 1.4% | 4 |
| May 2026 | World Journeys | 400 | 0.92% | 5 |
| Jun 2026 | Flight Centre | 40.7K | 93.4% | 1 |
| Jun 2026 | Wendy Wu Tours | 1.3K | 3% | 2 |
| Jun 2026 | Helloworld Travel | 590 | 1.4% | 3 |
| Jun 2026 | First Light Travel | 590 | 1.4% | 4 |
| Jun 2026 | World Journeys | 400 | 0.92% | 5 |
| Jul 2026 | Flight Centre | 40.7K | 93.8% | 1 |
| Jul 2026 | Wendy Wu Tours | 1K | 2.3% | 2 |
| Jul 2026 | Helloworld Travel | 590 | 1.4% | 3 |
| Jul 2026 | First Light Travel | 590 | 1.4% | 4 |
| Jul 2026 | World Journeys | 490 | 1.1% | 5 |
| Aug 2026 | Flight Centre | 40.7K | 93.1% | 1 |
| Aug 2026 | Wendy Wu Tours | 1.3K | 3% | 2 |
| Aug 2026 | Helloworld Travel | 720 | 1.6% | 3 |
| Aug 2026 | World Journeys | 500 | 1.1% | 4 |
| Aug 2026 | First Light Travel | 480 | 1.1% | 5 |

## Compare two brands head-to-head

- [Flight Centre vs Wendy Wu Tours](/demand/nz/compare/flight-centre-vs-wendy-wu-tours): 93.1% against 3% Share of Search.

## What is being compared

- **First Light Travel**: Measured on the search term “First Light Travel”.
- **Flight Centre**: Measured on the search terms “Flight Centre”, “flight centre flights”, “flight centre holidays”, “flight centre tours” and “flight centre travel agency”, summed into one figure.
- **Helloworld Travel**: Measured on the search terms “Helloworld Travel” and “helloworld travel flights”, summed into one figure.
- **Wendy Wu Tours**: Measured on the search term “Wendy Wu Tours”.
- **World Journeys**: Measured on the search terms “World Journeys” and “world journeys tours”, summed into one figure.

- [First Light Travel](/demand/nz/brands/first-light-travel)
- [Flight Centre](/demand/nz/brands/flight-centre)
- [Helloworld Travel](/demand/nz/brands/helloworld-travel)
- [Wendy Wu Tours](/demand/nz/brands/wendy-wu-tours)
- [World Journeys](/demand/nz/brands/world-journeys)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for First Light Travel, Flight Centre, Helloworld Travel, Wendy Wu Tours and World Journeys using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Can I use the Brand Demand Index data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Travel Agencies in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/travel-agencies

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/travel-agencies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.