Brandwave

Spellbound vs Waitomo Glowworm Caves:Which is more popular?

In September 2026, Waitomo Glowworm Caves had more branded searches than Spellbound among glowworm cave tours in New Zealand. Waitomo Glowworm Caves had about 45,900 branded searches, while Spellbound had 440. Waitomo Glowworm Caves made up 81.2% of all glowworm cave tour searches we track, and Spellbound accounted for 0.78%. When we asked ChatGPT and Google AI Overviews about glowworm cave tours, both Spellbound and Waitomo Glowworm Caves appeared in all four answers. Waitomo Glowworm Caves was mentioned before Spellbound in two out of three answers.

Among glowworm cave tours in New Zealand in September 2026

Who do people search for more?

Waitomo Glowworm Caves, about 104 searches for every 1 for Spellbound

Waitomo Glowworm Caves 45.9K searchesSpellbound 440 searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Spellbound in 4 of 4Waitomo Glowworm Caves in 4 of 4

Who does AI recommend more?

Waitomo Glowworm Caves, named ahead of Spellbound in 2 of 3 answers

Waitomo Glowworm Caves first in 2Spellbound first in 1

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Top glowworm cave tours in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, both Spellbound and Waitomo Glowworm Caves showed up in all four answers. Waitomo Glowworm Caves was listed before Spellbound in two of them.

Most recommended by AI

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

  1. Waitomo Glowworm Caves1st
  2. Spellbound2nd
  3. Ruakuri Cave3rd
  4. Te Anau Glowworm Caves4th
  5. Legendary Black Water Rafting Co5th
  6. Kawiti Glow Worm Caves–
  7. Waitomo Adventures–

Mentioned by AI

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

  • Waitomo Glowworm Caves4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Legendary Black Water Rafting Co4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ruakuri Cave4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Spellbound4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Te Anau Glowworm Caves3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kawiti Glow Worm Caves0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Waitomo Adventures0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about glowworm cave tours

4 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 Spellbound or Waitomo Glowworm Caves more popular in search?

This chart shows how often people search Google for Spellbound and Waitomo Glowworm Caves by name. Each line represents a brand's share of searches for all seven glowworm cave tours we track, month by month, from searches in New Zealand.

Spellbound and Waitomo Glowworm Caves among glowworm cave tours in New Zealand, by month

Share of searches by month for Waitomo Glowworm Caves, Spellbound. The figures are in the table below the chart.

View monthly share of searches table
MonthWaitomo Glowworm CavesTe Anau Glowworm CavesKawiti Glow Worm CavesLegendary Black Water Rafting CoRuakuri CaveSpellboundWaitomo Adventures
Oct 202577.4%7%7%3.8%3.8%0.59%0.51%
Nov 202578.5%6.6%6.6%4.4%2.9%0.45%0.48%
Dec 202576.5%6.4%7.9%5.3%2.8%0.45%0.58%
Jan 202677.3%6.6%8%4.4%2.9%0.37%0.39%
Feb 202678.8%5.9%7.2%4.8%2.6%0.38%0.42%
Mar 202681.9%5.7%5.7%3.8%2%0.4%0.51%
Apr 202681.4%6%4.9%4%2.6%0.57%0.53%
May 202681.6%5.9%4.9%3.9%2.7%0.53%0.53%
Jun 202683.8%5.4%4.2%3.6%2%0.56%0.47%
Jul 202684.7%4.4%4.4%3%2.4%0.68%0.39%
Aug 202684.7%5.1%3.4%3.4%2.1%0.75%0.45%
Sep 202681.2%6.4%5.1%3.4%2.8%0.78%0.37%

How has the Spellbound and Waitomo Glowworm Caves comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand glowworm cave tours in September 2026?

2 changes

  1. In September 2026, Waitomo Glowworm Caves lost share of searches among glowworm cave tours in New Zealand, from 84.7% to 81.2%.

  2. Estimated monthly branded searches for Spellbound in New Zealand rose 18.9% over 12 measured months, from 370 to 440 in September 2026.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Spellbound’s and Waitomo Glowworm Caves’ 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.

Spellbound

3 branded search terms

  • spellbound cave tour
  • spellbound glowworm
  • spellbound glowworm caves

Waitomo Glowworm Caves

6 branded search terms

  • waitomo caves
  • waitomo caves booking
  • waitomo caves lost world
  • waitomo caves museum
  • waitomo caves walk
  • waitomo glowworm caves

How the Brand Demand Index is measured

Other head-to-heads among glowworm cave tours

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