CalMac vs DFDS:Which is more popular?
In September 2026, CalMac had more branded searches than DFDS among ferry companies in the United Kingdom. CalMac had about 110,000 branded searches, while DFDS had 49,500. CalMac made up 18.8% of all ferry company searches we track, and DFDS accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about ferry companies, DFDS appeared in three of the four answers and CalMac in one. DFDS was mentioned before CalMac in every answer that named either.
Who do people search for more?
CalMac, about 2 searches for every 1 for DFDS
Who does AI mention more?
DFDS, mentioned in 3 of 4 answers, CalMac in 1
Who does AI recommend more?
DFDS, named ahead of CalMac in 3 of 3 answers
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Top ferry companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, DFDS was mentioned in three out of four: in two of the three ChatGPT answers and in the 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. DFDS was listed before CalMac in every answer that named either.
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.
Is CalMac or DFDS more popular in search?
This chart shows how often people search Google for CalMac and DFDS by name. Each line represents a brand's share of searches for all nine ferry companies we track, month by month, from searches in United Kingdom.
Share of searches by month for CalMac, DFDS. 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% |
How has the CalMac and DFDS comparison changed over the last 12 months?
3 findings
- CalMac was ahead of DFDS in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, CalMac’s share of searches among ferry companies in the United Kingdom moved from 17.5% to 18.8%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending September 2026, DFDS’s share of searches among ferry companies in the United Kingdom moved from 9.6% to 8.4%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for United Kingdom ferry companies in September 2026?
2 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.
Estimated monthly branded searches for DFDS in the United Kingdom fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using CalMac’s and DFDS’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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