Brandwave

How popular isWightlink?

In September 2026, people searched for Wightlink by name about 49,500 times in the United Kingdom, about the same as the previous year. These searches made up 8.4% of all United Kingdom ferry company searches, placing Wightlink sixth out of nine companies. When we asked both ChatGPT and Google AI Overviews about ferry companies, Wightlink appeared in one of the four answers and was the seventh most recommended of the nine.

Search and AI answers in September 2026

Wightlink is the sixth most searched of 9 competitors and the seventh most recommended in AI answers.

  1. Brittany FerriesShare of searches 18.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  2. CalMacShare of searches 18.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  3. P&O FerriesShare of searches 15.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. Stena LineShare of searches 15.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. WightlinkShare of searches 8.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th

+4 more

Wightlink website (opens in a new tab)

Follow Wightlink and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top ferry companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Wightlink was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Wightlink is the seventh most recommended of the nine.

Most recommended by AI

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

  1. DFDS1st
  2. P&O Ferries2nd
  3. Brittany Ferries3rd
  4. Stena Line4th
  5. Irish Ferries5th
  6. CalMac6th
  7. Wightlink7th
  8. Red Funnel–
  9. Condor Ferries–

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

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 Wightlink?

Wightlink against ferry companies in the United Kingdom, by month

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
MonthBrittany FerriesCalMacP&O FerriesStena LineDFDSWightlinkIrish FerriesRed FunnelCondor Ferries
Oct 202517.5%17.5%14.4%17.5%9.6%7.9%7.9%6.5%1.1%
Nov 202517.3%14.1%14.1%17.3%11.5%7.7%9.4%7.7%0.84%
Dec 202516.5%16.5%13.5%16.5%11%9%9%7.4%0.8%
Jan 202621.3%14.3%14.3%17.4%9.6%7.8%7.8%6.4%1%
Feb 202618.7%15.4%15.4%15.4%10.3%8.4%8.4%6.9%0.92%
Mar 202619.1%19.1%12.8%15.5%8.5%8.5%8.5%7%0.93%
Apr 202619.1%19.1%12.8%15.5%8.5%8.5%8.5%7%0.93%
May 202621.6%14.4%14.4%14.4%9.7%9.7%7.9%6.5%1.3%
Jun 202622.5%15%15%15%8.2%8.2%8.2%6.7%1.1%
Jul 202619.9%16.3%13.3%16.3%10.9%7.3%8.9%6%0.98%
Aug 202619.7%13.2%16.2%16.2%8.9%8.9%8.9%7.2%0.97%
Sep 202618.8%18.8%15.4%15.4%8.4%8.4%6.9%6.9%0.92%

  1. 1.Brittany Ferries

    18.8%

    Held 1st. 110K estimated branded searches, -33.3% vs prior month. Share -1 points.

  2. 2.CalMac

    18.8%

    Moved from 4th to 2nd. 110K estimated branded searches, 0% vs prior month. Share +5.6 points.

  3. 3.P&O Ferries

    15.4%

    Moved from 2nd to 3rd. 90.5K estimated branded searches, -33% vs prior month. Share -0.7 points.

  4. 4.Stena Line

    15.4%

    Moved from 3rd to 4th. 90.5K estimated branded searches, -33% vs prior month. Share -0.7 points.

  5. 5.DFDS

    8.4%

    Held 5th. 49.5K estimated branded searches, -33.1% vs prior month. Share -0.4 points.

  6. 6.Wightlink

    8.4%

    Moved from 7th to 6th. 49.5K estimated branded searches, -33.1% vs prior month. Share -0.4 points.

  7. 7.Irish Ferries

    6.9%

    Moved from 6th to 7th. 40.5K estimated branded searches, -45.3% vs prior month. Share -1.9 points.

  8. 8.Red Funnel

    6.9%

    Held 8th. 40.5K estimated branded searches, -33.1% vs prior month. Share -0.3 points.

  9. 9.Condor Ferries

    0.92%

    Held 9th. 5.4K estimated branded searches, -33.3% vs prior month. Share 0 points.

Compare popularity between Wightlink and its closest rivals

Every comparison with Wightlink

8 comparisons

How has branded search demand for Wightlink changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wightlink in the United Kingdom held steady at 49.5K.
  • Across the 12 months ending September 2026, Wightlink’s share of searches among ferry companies in the United Kingdom increased from 7.9% to 8.4%.
  • Across the 12 months ending September 2026, Wightlink’s share of searches among ferry companies in the United Kingdom peaked at 9.7% in May 2026 and was lowest at 7.3% in July 2026.
  • Across the 12 months ending September 2026, Wightlink rose from 7th to 6th among ferry companies in the United Kingdom.

How did search popularity change for United Kingdom ferry companies in September 2026?

6 changes

  1. 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.

  2. In September 2026, Irish Ferries lost share of searches among ferry companies in the United Kingdom, from 8.9% to 6.9%.

  3. In September 2026, Brittany Ferries lost share of searches among ferry companies in the United Kingdom, from 19.7% to 18.8%.

  4. In September 2026, P&O Ferries lost share of searches among ferry companies in the United Kingdom, from 16.2% to 15.4%.

  5. In September 2026, Stena Line lost share of searches among ferry companies in the United Kingdom, from 16.2% to 15.4%.

  6. In September 2026, Wightlink rose from 7th to 6th among ferry companies in the United Kingdom.

How are Wightlink’s branded searches counted?

1 search term

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

  • wightlink

Do you work for Wightlink? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Wightlink your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free