Stena Line vs Wightlink:Which is more popular?
In September 2026, Stena Line had more branded searches than Wightlink among ferry companies in the United Kingdom. Stena Line had about 90,500 branded searches, while Wightlink had 49,500. Stena Line made up 15.4% of all ferry company searches we track, and Wightlink accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about ferry companies, Stena Line appeared in two of the four answers and Wightlink in one. Stena Line was mentioned before Wightlink in every answer that named either.
Who do people search for more?
Stena Line, about 83% more searches than Wightlink
Who does AI mention more?
Stena Line, mentioned in 2 of 4 answers, Wightlink in 1
Who does AI recommend more?
Stena Line, named ahead of Wightlink in 2 of 2 answers
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Top ferry companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Stena Line was mentioned in two out of four: in two of the three ChatGPT answers, but not in the 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. Stena Line was listed before Wightlink 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 Stena Line or Wightlink more popular in search?
This chart shows how often people search Google for Stena Line and Wightlink 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 Stena Line, Wightlink. 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 Stena Line and Wightlink comparison changed over the last 12 months?
3 findings
- Stena Line was ahead of Wightlink in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Stena Line’s share of searches among ferry companies in the United Kingdom moved from 17.5% to 15.4%, and its estimated monthly branded searches moved from 110K to 90.5K.
- Across the 12 months ending September 2026, Wightlink’s share of searches among ferry companies in the United Kingdom moved from 7.9% to 8.4%, and its estimated monthly branded searches held steady at 49.5K.
How did search popularity change for United Kingdom ferry companies in September 2026?
3 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, 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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Stena Line’s and Wightlink’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.
Stena Line
1 branded search term
- stena line
Wightlink
1 branded search term
- wightlink
Other head-to-heads among ferry companies
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