Away vs Briggs & Riley:Which is more popular?
In September 2026, Away had more branded searches than Briggs & Riley among luggage brands in New Zealand. Away had about 240 branded searches, while Briggs & Riley had 170. Away made up 2.2% of all luggage brand searches we track, and Briggs & Riley accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about luggage brands, Briggs & Riley appeared in three of the five answers and Away in one. Briggs & Riley was mentioned before Away in every answer that named either.
Who do people search for more?
Away, about 41% more searches than Briggs & Riley
Who does AI mention more?
Briggs & Riley, mentioned in 3 of 5 answers, Away in 1
Who does AI recommend more?
Briggs & Riley, named ahead of Away in 3 of 3 answers
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Top luggage brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Briggs & Riley was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Away was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Briggs & Riley was listed before Away in every answer that named either.
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 Away or Briggs & Riley more popular in search?
This chart shows how often people search Google for Away and Briggs & Riley 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 Away, Briggs & Riley. 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 Away and Briggs & Riley comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Briggs & Riley took it in January 2026, Away took it in February 2026.
- Across the 12 months ending September 2026, Away’s share of searches among luggage brands in New Zealand moved from 1.6% to 2.2%, and its estimated monthly branded searches moved from 170 to 240.
- 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.
How did search popularity change for New Zealand luggage brands in September 2026?
2 changes
In September 2026, Away lost share of searches among luggage brands in New Zealand, from 2.7% to 2.2%.
Estimated monthly branded searches for Briggs & Riley in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Away’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.
Away
4 branded search terms
- away cabin luggage
- away carry on
- away luggage
- away suitcase
Briggs & Riley
2 branded search terms
- briggs & riley
- briggs and riley
Other head-to-heads among luggage brands
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