How popular isCalMac?
In September 2026, people searched for CalMac by name about 110,000 times in the United Kingdom, about the same as the previous year. These searches made up 18.8% of all United Kingdom ferry company searches, placing CalMac second out of nine companies. When we asked both ChatGPT and Google AI Overviews about ferry companies, CalMac appeared in one of the four answers and was the sixth most recommended of the nine.
CalMac is the second most searched of 9 competitors and the sixth most recommended in AI answers.
Brittany FerriesShare of searches 18.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
CalMacShare of searches 18.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
P&O FerriesShare of searches 15.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
Stena LineShare of searches 15.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
DFDSShare of searches 8.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
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Top ferry companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, CalMac was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. CalMac is the sixth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- P&O Ferries4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Brittany Ferries3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- DFDS3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Irish Ferries3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Stena Line2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- CalMac1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Wightlink1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Red Funnel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Condor Ferries0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about ferry companies
4 answers
Asked ChatGPT
“Which ferry company should I use to get to France from the UK?”
Asked ChatGPT
“What are the best ferry companies in the UK?”
Asked ChatGPT
“What's the best ferry company for taking a car to Ireland from the UK?”
Searched Google, AI Overview
“ferries”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“ferry to france”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which ferry companies compete with CalMac?
Share of searches by month for Brittany Ferries, CalMac, P&O Ferries, Stena Line, DFDS, Wightlink, Irish Ferries, Red Funnel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Brittany Ferries | CalMac | P&O Ferries | Stena Line | DFDS | Wightlink | Irish Ferries | Red Funnel | Condor Ferries |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.5% | 17.5% | 14.4% | 17.5% | 9.6% | 7.9% | 7.9% | 6.5% | 1.1% |
| Nov 2025 | 17.3% | 14.1% | 14.1% | 17.3% | 11.5% | 7.7% | 9.4% | 7.7% | 0.84% |
| Dec 2025 | 16.5% | 16.5% | 13.5% | 16.5% | 11% | 9% | 9% | 7.4% | 0.8% |
| Jan 2026 | 21.3% | 14.3% | 14.3% | 17.4% | 9.6% | 7.8% | 7.8% | 6.4% | 1% |
| Feb 2026 | 18.7% | 15.4% | 15.4% | 15.4% | 10.3% | 8.4% | 8.4% | 6.9% | 0.92% |
| Mar 2026 | 19.1% | 19.1% | 12.8% | 15.5% | 8.5% | 8.5% | 8.5% | 7% | 0.93% |
| Apr 2026 | 19.1% | 19.1% | 12.8% | 15.5% | 8.5% | 8.5% | 8.5% | 7% | 0.93% |
| May 2026 | 21.6% | 14.4% | 14.4% | 14.4% | 9.7% | 9.7% | 7.9% | 6.5% | 1.3% |
| Jun 2026 | 22.5% | 15% | 15% | 15% | 8.2% | 8.2% | 8.2% | 6.7% | 1.1% |
| Jul 2026 | 19.9% | 16.3% | 13.3% | 16.3% | 10.9% | 7.3% | 8.9% | 6% | 0.98% |
| Aug 2026 | 19.7% | 13.2% | 16.2% | 16.2% | 8.9% | 8.9% | 8.9% | 7.2% | 0.97% |
| Sep 2026 | 18.8% | 18.8% | 15.4% | 15.4% | 8.4% | 8.4% | 6.9% | 6.9% | 0.92% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 18.8% | 110K | -33.3% | -1 points | |
| 2, moved from 4th to 2nd | 18.8% | 110K | 0% | +5.6 pointsmoved from 4th to 2nd | |
| 3, moved from 2nd to 3rd | 15.4% | 90.5K | -33% | -0.7 pointsmoved from 2nd to 3rd | |
| 4, moved from 3rd to 4th | 15.4% | 90.5K | -33% | -0.7 pointsmoved from 3rd to 4th | |
| 5, held 5th | 8.4% | 49.5K | -33.1% | -0.4 points | |
| 6, moved from 7th to 6th | 8.4% | 49.5K | -33.1% | -0.4 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 6.9% | 40.5K | -45.3% | -1.9 pointsmoved from 6th to 7th | |
| 8, held 8th | 6.9% | 40.5K | -33.1% | -0.3 points | |
| 9, held 9th | 0.92% | 5.4K | -33.3% | 0 points |
18.8%
Held 1st. 110K estimated branded searches, -33.3% vs prior month. Share -1 points.
2.
CalMac18.8%
Moved from 4th to 2nd. 110K estimated branded searches, 0% vs prior month. Share +5.6 points.
15.4%
Moved from 2nd to 3rd. 90.5K estimated branded searches, -33% vs prior month. Share -0.7 points.
15.4%
Moved from 3rd to 4th. 90.5K estimated branded searches, -33% vs prior month. Share -0.7 points.
5.
DFDS8.4%
Held 5th. 49.5K estimated branded searches, -33.1% vs prior month. Share -0.4 points.
8.4%
Moved from 7th to 6th. 49.5K estimated branded searches, -33.1% vs prior month. Share -0.4 points.
6.9%
Moved from 6th to 7th. 40.5K estimated branded searches, -45.3% vs prior month. Share -1.9 points.
6.9%
Held 8th. 40.5K estimated branded searches, -33.1% vs prior month. Share -0.3 points.
0.92%
Held 9th. 5.4K estimated branded searches, -33.3% vs prior month. Share 0 points.
Compare popularity between CalMac and its closest rivals
Every comparison with CalMac
8 comparisons
How has branded search demand for CalMac changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for CalMac in the United Kingdom held steady at 110K.
- Across the 12 months ending September 2026, CalMac’s share of searches among ferry companies in the United Kingdom increased from 17.5% to 18.8%.
- Across the 12 months ending September 2026, CalMac’s share of searches among ferry companies in the United Kingdom peaked at 19.1% in March 2026 and was lowest at 13.2% in August 2026.
How did search popularity change for United Kingdom ferry companies in September 2026?
6 changes
In September 2026, CalMac overtook P&O Ferries and Stena Line to rank 2nd among ferry companies in the United Kingdom, with 18.8% of the searches.
In September 2026, Irish Ferries lost share of searches among ferry companies in the United Kingdom, from 8.9% to 6.9%.
In September 2026, Brittany Ferries lost share of searches among ferry companies in the United Kingdom, from 19.7% to 18.8%.
In September 2026, P&O Ferries lost share of searches among ferry companies in the United Kingdom, from 16.2% to 15.4%.
In September 2026, Stena Line lost share of searches among ferry companies in the United Kingdom, from 16.2% to 15.4%.
In September 2026, Wightlink rose from 7th to 6th among ferry companies in the United Kingdom.
How are CalMac’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using CalMac’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- calmac
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Is CalMac your brand?
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