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Biggest traffic gain
Cabin size searches
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The UK's No.1 Luggage & Travel Accessories Industry Report
Across the 12 months to August 2026, UK search demand for luggage and travel accessories fell 16%, to 1.2 million searches a month. The average site in the sector lost 34% of its estimated monthly organic traffic, and all 23 of the largest sites we track finished the year lower than they started it. When every large site in a category falls at once, the cause sits in demand across the category, so the first job of this index is to show you how much of your own decline the market explains.
Two kinds of search held their volume. Branded queries ran at about 633,000 a month across the 50 brands we track, which is where most of the remaining demand sits. Size-specific queries grew wherever an airline changed its allowance: Ryanair enlarged its free underseat bag from 40 x 25 x 20cm to 40 x 30 x 20cm in summer 2025, and searches for 40x30x20 rose 150% over the following 12 months, to 12,000 a month. Searches for the old 40 x 25 x 20cm size fell 73% in the same period.
Lugg grew its estimated monthly traffic 68% year on year while the average site lost 34%. The sites that grew have built their category pages around those two searches, sorting cabin bags by airline and writing the cabin allowance into the product name so the page matches the exact phrase a shopper types.
| Measure | 12 months to August 2026 |
|---|---|
| Sector search demand | -16%, to 1.2M searches a month |
| Average site organic traffic | -34% |
| Largest sites that declined | 23 of 23 |
| Branded search, 50 brands | ~633,000 a month |
| Lugg organic traffic | +68% |
Brand search is the steadiest demand left in this sector. Mulberry is the most searched brand we track, at roughly 91,000 searches a month, ahead of Osprey at 74,000. Across the 50 brands in the brand-awareness table, branded queries run at about 633,000 a month against total sector demand of 1.2 million a month, so a little over half of what remains is people typing a name they already know.
Non-branded demand follows airline policy. Ryanair enlarged its free underseat allowance to 40 x 30 x 20cm in summer 2025, and searches for that exact size rose 150% over the 12 months to August 2026, to 12,000 a month, while the old 40 x 25 x 20cm size fell 73%. Shoppers search the dimensions their airline publishes, and they update those dimensions once the airline publishes a change. If your product titles and category filters still carry the old measurement, you are ranking for a query that has lost three quarters of its volume.
Television moves this market as well. In December 2024 the Netflix film Carry-On pushed searches for “carry ons” to 1.22 million in that single month. The peak lasted one month, and it is worth finding it on your own charts before you read a year-on-year comparison against December 2024 as something your site caused.
| Search | Monthly volume | Year-on-year change |
|---|---|---|
| Mulberry (brand) | ~91,000 | – |
| Osprey (brand) | ~74,000 | – |
| 40x30x20 cabin bag | 12,000 | +150% |
| 40x25x20 cabin bag | – | -73% |
| “carry ons” (Dec 2024 peak) | 1,220,000 in one month | – |
| All branded queries, 50 brands | ~633,000 | – |
This index is written for marketing and ecommerce teams at UK luggage brands and retailers: anyone selling cabin bags, underseat bags, suitcases or travel bags who has to account for where this year’s organic traffic went.
The sector figures give you the benchmark to measure yourself against. Search demand fell 16% to 1.2 million a month, the average site lost 34% of its estimated organic traffic, and all 23 of the largest sites declined. A site down 15% has held 19 percentage points more of its traffic than the average competitor and has grown its share of a smaller market. A site down 50% has lost 16 percentage points more than the average, and that gap is what its own category pages, product templates and internal linking can be made to address.
Lugg is the case worth studying in detail: 68% growth year on year in a period when the average site lost 34%. The sites that grew in this cycle, Lugg among them, sort their cabin bags by airline and put the allowance in the product name, which matches how shoppers now phrase the search.
When you take a traffic chart into a board meeting, the useful version carries two lines: your own year-on-year change and the sector average of -34%. This report gives you the second line for more than 100 brands, so you can show which part of the fall every competitor in the category shared.
The report benchmarks more than 100 UK luggage and travel accessories brands on organic traffic, domain authority, referring domains, page speed, online reviews, brand search volume and social reach. Every metric is ranked, so you can find your own position in each table and see which competitors sit either side of you. It also lists the high-competition and opportunity keywords for the sector, including the airline-size queries that grew while total demand fell 16%.
Four questions it answers directly:
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