---
title: "Away vs Tumi: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, Away or Tumi? 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/away-vs-tumi"
publisher: "Brandwave"
---

# Away vs Tumi: Which is more popular by branded search in New Zealand?

Which is more popular in search, Away or Tumi? 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**: Away and Tumi
- **Competitive set**: Luggage brands
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **Away Share of Search**: 3.2%
- **Tumi Share of Search**: 6.6%

## Which is more popular in search, Away or Tumi?

- In August 2026, Tumi had more branded searches than Away among luggage brands in New Zealand. Tumi was estimated to have 940 branded searches compared to Away’s 460, and held a 6.6% Share of Search versus Away’s 3.2%.
- The lead changed hands 2 times in the 11 months ending August 2026: Away took it in June 2026, Tumi took it in July 2026.
- Across the 11 months ending August 2026, Away’s estimated Share of Search among luggage brands in New Zealand moved from 1.4% to 3.2%, and its estimated monthly branded searches moved from 180 to 460.
- Across the 11 months ending August 2026, Tumi’s estimated Share of Search among luggage brands in New Zealand moved from 8% to 6.6%, and its estimated monthly branded searches moved from 1K to 940.

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

- In August 2026, Tumi gained estimated Share of Search among luggage brands in New Zealand, from 5.7% to 6.6%.
- In August 2026, Away lost estimated Share of Search among luggage brands in New Zealand, from 4.7% to 3.2%.

## Month by month

| Month | Away estimated searches | Away Share of Search | Away rank | Tumi estimated searches | Tumi Share of Search | Tumi rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 180 | 1.4% | 7 | 1K | 8% | 4 |
| Nov 2025 | 420 | 2.5% | 7 | 990 | 5.8% | 5 |
| Dec 2025 | 260 | 1.9% | 7 | 1.1K | 7.6% | 4 |
| Jan 2026 | 260 | 1.9% | 7 | 1.1K | 7.8% | 4 |
| Feb 2026 | 210 | 1.7% | 7 | 840 | 6.8% | 4 |
| Mar 2026 | 350 | 2.7% | 7 | 840 | 6.4% | 4 |
| Apr 2026 | 310 | 2.3% | 7 | 990 | 7.5% | 5 |
| May 2026 | 470 | 3.4% | 7 | 930 | 6.8% | 5 |
| Jun 2026 | 920 | 6.5% | 4 | 800 | 5.7% | 6 |
| Jul 2026 | 690 | 4.7% | 6 | 840 | 5.7% | 5 |
| Aug 2026 | 460 | 3.2% | 7 | 940 | 6.6% | 5 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using Away’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.

- **Away**: Measured on the search terms “away cabin luggage”, “away carry on”, “away luggage”, “away suitcase” and “away the carry on suitcase”, summed into one figure.
- **Tumi**: Measured on the search terms “tumi”, “tumi backpack”, “tumi bags”, “tumi carry on”, “tumi com”, “tumi laptop bag”, “tumi luggage”, “tumi near me”, “tumi nz” and “tumi suitcase”, summed into one figure.

- [Away profile](/demand/nz/brands/away)
- [Tumi profile](/demand/nz/brands/tumi)
- [All luggage brands in New Zealand](/demand/nz/categories/nz-luggage-brands): The set both shares are measured inside, 8 brands.

## Methodology

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

## Frequently asked questions

### Which is more popular in search, Away or Tumi?

In August 2026, Tumi had more branded searches than Away among luggage brands in New Zealand. Tumi was estimated to have 940 branded searches compared to Away’s 460, and held a 6.6% Share of Search versus Away’s 3.2%.

## Cite this page

Brandwave. "Away vs Tumi: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/away-vs-tumi

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