---
title: "American Tourister vs Briggs & Riley: Which is searched more in New Zealand?"
description: "Is American Tourister or Briggs & Riley more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/compare/american-tourister-vs-briggs-and-riley"
publisher: "Brandwave"
---

# American Tourister vs Briggs & Riley: Which is searched more in New Zealand?

Is American Tourister or Briggs & Riley more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: American Tourister and Briggs & Riley
- **Competitive set**: Luggage brands
- **Market**: New Zealand
- **Month measured**: Sep 2026
- **American Tourister Share of Search**: 18.9%
- **Briggs & Riley Share of Search**: 1.6%

## Is American Tourister or Briggs & Riley more popular in search?

- In September 2026, American Tourister had more branded searches than Briggs & Riley among luggage brands in New Zealand. American Tourister had about 2,050 branded searches, while Briggs & Riley had 170. American Tourister made up 18.9% of all luggage brand searches we track, and Briggs & Riley accounted for 1.6%.
- American Tourister was ahead of Briggs & Riley in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, American Tourister’s share of searches among luggage brands in New Zealand moved from 19% to 18.9%, and its estimated monthly branded searches held steady at 2K.
- Across the 12 months ending September 2026, Briggs & Riley’s share of searches among luggage brands in New Zealand moved from 1.3% to 1.6%, and its estimated monthly branded searches moved from 140 to 170.

## Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, American Tourister and Briggs & Riley were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. American Tourister and Briggs & Riley were each listed first in two of the four answers.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Samsonite | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Antler | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| American Tourister | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Briggs & Riley | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| July | 5th | 3 of 3 | 1 of 2 | 4 of 5 |
| Away | 6th | 0 of 3 | 1 of 2 | 1 of 5 |
| Monos | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Tumi | 8th | 0 of 3 | 1 of 2 | 1 of 5 |
| Delsey | 9th | 1 of 3 | 0 of 2 | 1 of 5 |

## Every AI answer about luggage brands

- Asked ChatGPT "Which luggage brand should I buy in New Zealand?": 1. Samsonite, 2. American Tourister, 3. July, 4. Antler
- Asked ChatGPT "What are the best luggage brands in New Zealand?": 1. Samsonite, 2. American Tourister, 3. Antler, 4. July, 5. Delsey, 6. Briggs & Riley
- Asked ChatGPT "What's the best luggage brand in New Zealand for frequent travel?": 1. Samsonite, 2. Briggs & Riley, 3. Antler, 4. July
- Searched Google, AI Overview "carry on luggage nz": 1. Samsonite
- Searched Google, AI Overview "best luggage brands": 1. Samsonite, 2. Antler, 3. Briggs & Riley, 4. Away, 5. Monos, 6. Tumi, 7. American Tourister, 8. July

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## How did search popularity change for New Zealand luggage brands in September 2026?

- 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.
- Estimated monthly branded searches for Briggs & Riley in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026.

## Month by month

| Month | American Tourister estimated searches | American Tourister Share of Search | American Tourister rank | Briggs & Riley estimated searches | Briggs & Riley Share of Search | Briggs & Riley rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 2K | 19% | 2 | 140 | 1.3% | 8 |
| Nov 2025 | 2.5K | 17.8% | 2 | 210 | 1.5% | 8 |
| Dec 2025 | 2K | 17.6% | 2 | 170 | 1.5% | 8 |
| Jan 2026 | 2K | 18% | 2 | 260 | 2.3% | 7 |
| Feb 2026 | 1.7K | 16.7% | 3 | 170 | 1.6% | 8 |
| Mar 2026 | 1.6K | 15% | 3 | 210 | 2% | 8 |
| Apr 2026 | 1.7K | 15.7% | 2 | 210 | 1.9% | 8 |
| May 2026 | 1.9K | 16.8% | 2 | 170 | 1.5% | 9 |
| Jun 2026 | 1.8K | 14.9% | 2 | 170 | 1.4% | 9 |
| Jul 2026 | 2.3K | 18.1% | 2 | 210 | 1.7% | 8 |
| Aug 2026 | 2.2K | 18.8% | 2 | 210 | 1.8% | 8 |
| Sep 2026 | 2K | 18.9% | 2 | 170 | 1.6% | 8 |

## How each brand is measured

Brandwave collects information about searches that people make online using American Tourister’s and Briggs & Riley’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**: Measured on the 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” and “americantourister suitcase”, summed into one figure.
- **Briggs & Riley**: Measured on the search terms “briggs & riley” and “briggs and riley”, summed into one figure.

- [American Tourister profile](/demand/nz/brands/american-tourister)
- [Briggs & Riley profile](/demand/nz/brands/briggs-and-riley)
- [All luggage brands in New Zealand](/demand/nz/categories/nz-luggage-brands): The set both shares are measured inside, 9 brands.

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Is American Tourister or Briggs & Riley more popular in search?

In September 2026, American Tourister had more branded searches than Briggs & Riley among luggage brands in New Zealand. American Tourister had about 2,050 branded searches, while Briggs & Riley had 170. American Tourister made up 18.9% of all luggage brand searches we track, and Briggs & Riley accounted for 1.6%.

## Cite this page

Brandwave. "American Tourister vs Briggs & Riley: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/american-tourister-vs-briggs-and-riley

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/american-tourister-vs-briggs-and-riley. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.