Stray vs Topdeck:Which is more popular by branded search in New Zealand?
In August 2026, Topdeck had more branded searches than Stray among tour operators in New Zealand. Topdeck was estimated to have 1K branded searches compared to Stray’s 80, and held a 2.9% Share of Search versus Stray’s 0.22%.
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Which is more popular in search, Stray or Topdeck?
Compare the tour operators travellers book for guided trips around New Zealand and overseas. 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.
Share of Search by month for Topdeck, Stray. The figures are in the table below the chart.
View monthly share of search table
| Month | Flying Kiwi | Contiki | RealNZ | Intrepid Travel | G Adventures | Topdeck | Kiwi Experience | Haka Tours | Stray |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 8.7% | 24.3% | 28% | 15.9% | 11.1% | 4% | 6.2% | 1.2% | 0.51% |
| Nov 2025 | 11.6% | 21.4% | 25.8% | 18.2% | 11.4% | 3.5% | 6.7% | 0.89% | 0.42% |
| Dec 2025 | 9.6% | 21.3% | 31.7% | 17.1% | 9.9% | 2.7% | 6.9% | 0.55% | 0.26% |
| Jan 2026 | 1.6% | 24.1% | 26.1% | 23.5% | 12% | 3.5% | 8.2% | 0.49% | 0.38% |
| Feb 2026 | 7.8% | 19.8% | 26.5% | 21% | 12.1% | 3.5% | 8.3% | 0.48% | 0.4% |
| Mar 2026 | 15.5% | 19.3% | 28.5% | 14.6% | 10.6% | 2.6% | 7.5% | 0.94% | 0.48% |
| Apr 2026 | 9% | 23.3% | 28.7% | 15.5% | 10.7% | 3.1% | 4.4% | 4.9% | 0.34% |
| May 2026 | 22.5% | 22.1% | 21.1% | 17.2% | 10.3% | 2.9% | 2.6% | 0.91% | 0.33% |
| Jun 2026 | 24.2% | 23.9% | 18.2% | 16.1% | 10.9% | 3.1% | 2.4% | 0.8% | 0.36% |
| Jul 2026 | 17.3% | 25.6% | 23.5% | 15.7% | 11.6% | 2.9% | 2.5% | 0.57% | 0.32% |
| Aug 2026 | 27.7% | 21.7% | 20.9% | 15.2% | 8.4% | 2.9% | 2.7% | 0.39% | 0.22% |
| Sep 2026 | — | — | — | — | — | — | — | — | — |
How has the Stray and Topdeck comparison changed over the last 12 months?
3 findings
- Topdeck was ahead of Stray in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Stray’s estimated Share of Search among tour operators in New Zealand moved from 0.51% to 0.22%, and its estimated monthly branded searches moved from 170 to 80.
- Across the 11 months ending August 2026, Topdeck’s estimated Share of Search among tour operators in New Zealand moved from 4% to 2.9%, and its estimated monthly branded searches moved from 1.4K to 1K.
How did search popularity change for New Zealand tour operators in August 2026?
2 changes
How each brand is measured
Brandwave collects information about searches that people make online using Stray’s and Topdeck’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.
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