Brandwave

AAT Kings vs Intrepid Travel:Which is more popular?

In September 2026, Intrepid Travel had more branded searches than AAT Kings among tour operators in New Zealand. Intrepid Travel had about 4,880 branded searches, while AAT Kings had 260. Intrepid Travel made up 14.7% of all tour operator searches we track, and AAT Kings accounted for 0.78%. When we asked ChatGPT and Google AI Overviews about tour operators, Intrepid Travel appeared in four of the five answers and AAT Kings in three. Intrepid Travel was mentioned before AAT Kings in four out of five answers.

Among tour operators in New Zealand in September 2026

Who do people search for more?

Intrepid Travel, about 19 searches for every 1 for AAT Kings

Intrepid Travel 4.9K searchesAAT Kings 260 searches

Who does AI mention more?

Intrepid Travel, mentioned in 4 of 5 answers, AAT Kings in 3

Intrepid Travel in 4 of 5AAT Kings in 3 of 5

Who does AI recommend more?

Intrepid Travel, named ahead of AAT Kings in 4 of 5 answers

Intrepid Travel first in 4AAT Kings first in 1

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Top tour operators in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Intrepid Travel was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. AAT Kings was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Intrepid Travel was listed before AAT Kings in four out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. MoaTrek New Zealand Tours1st
  2. Intrepid Travel2nd
  3. Grand Pacific Tours3rd
  4. AAT Kings4th
  5. G Adventures5th
  6. Cheeky Kiwi Travel6th
  7. Wild Kiwi Adventure Tours6th
  8. Kiwi Experience8th
  9. Contiki9th
  10. Flying Kiwi–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • MoaTrek New Zealand Tours5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intrepid Travel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • G Adventures3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cheeky Kiwi Travel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AAT Kings3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Grand Pacific Tours3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wild Kiwi Adventure Tours2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Contiki1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kiwi Experience1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Flying Kiwi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about tour operators

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is AAT Kings or Intrepid Travel more popular in search?

This chart shows how often people search Google for AAT Kings and Intrepid Travel by name. Each line represents a brand's share of searches for all 14 tour operators we track, month by month, from searches in New Zealand.

AAT Kings and Intrepid Travel among tour operators in New Zealand, by month

Share of searches by month for Intrepid Travel, AAT Kings. The figures are in the table below the chart.

View monthly share of searches table
MonthFlying KiwiRealNZContikiIntrepid TravelG AdventuresKiwi ExperienceTopdeckCheeky Kiwi TravelAAT KingsWild Kiwi Adventure ToursGrand Pacific ToursStrayHaka ToursMoaTrek New Zealand Tours
Oct 20259.2%28.8%24.1%10.3%10%6.3%4.1%2.8%1%0.66%0.82%0.47%1.2%0.28%
Nov 202512.1%26.5%20.7%13.6%10.1%6.8%3.6%2.7%0.87%0.87%0.46%0.38%0.87%0.25%
Dec 202510%32.2%20.6%13.1%8.9%6.9%2.7%2.7%0.58%0.88%0.47%0.22%0.58%0.14%
Jan 20261.7%27.6%23.9%18.2%11.2%8.5%3.7%2.3%0.74%0.74%0.48%0.35%0.48%0.12%
Feb 20268.3%27.5%19.2%15.2%10.9%8.4%3.7%2.8%1.3%1.1%0.59%0.37%0.48%0.25%
Mar 202615.9%28.7%18.3%9.9%9.5%7.2%2.6%2.9%1.7%0.94%0.61%0.44%0.94%0.26%
Apr 20269.3%29.3%22.9%10.7%9.9%4.3%3.2%2.3%1%0.67%0.67%0.32%5.1%0.29%
May 202623.4%21.5%21.6%12.1%9.5%2.6%2.9%1.7%0.92%1.7%0.6%0.29%0.92%0.26%
Jun 202625.4%18.8%23.7%10.6%10.2%2.3%3.2%1.8%1%1.2%0.34%0.34%0.81%0.28%
Jul 202618.3%24.5%25.7%9.7%10.9%2.6%3%2%1.1%0.71%0.37%0.3%0.57%0.3%
Aug 202629.1%21.6%21.8%9.9%7.6%2.7%2.9%1.7%0.76%0.76%0.41%0.21%0.41%0.21%
Sep 202624.4%22.3%18.4%14.7%9.4%3.1%2.7%1.8%0.78%0.78%0.63%0.45%0.33%0.27%

How has the AAT Kings and Intrepid Travel comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand tour operators in September 2026?

2 changes

  1. In September 2026, Intrepid Travel gained share of searches among tour operators in New Zealand, from 9.9% to 14.7%.

  2. Estimated monthly branded searches for AAT Kings in New Zealand fell 18.8% over 12 measured months, from 320 to 260 in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using AAT Kings’ and Intrepid Travel’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.

AAT Kings

1 branded search term

  • aat kings

Intrepid Travel

3 branded search terms

  • intrepid travel
  • intrepid travel tour
  • intrepidtravel

How the Brand Demand Index is measured

Other head-to-heads among tour operators

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