GFK DAM has published his first Wrapped Digital 2025, A report that reveals how Spaniards navigate online. A study that leaves conclusions such as Google, YouTube and WhatsApp continues to lead the general ranking of the most visited websites in Spain, but also provides valuable data for marketers and ecommerce professionals in sector rankings, which reveal which platforms stand out in key verticals such as travel.
Recall that the tourism sector is still the great hegemonic dominator of the Spanish online for many years. If we look at the latest available report from the National Commission of Markets and Competition, relating to the third quarter of 2024, the Travel agencies and tour operators They represent the 11.4% of the total turnover of the online sector in Spain, followed by air transport (5.6%). The hotels and accommodations They monopolized 5% of the total.
A national tourism sector dominated by international giants
The Dutch Booking He is the main protagonist of the report in the tourist area, leading the ranking with 12.8 million unique users in the first four -month period of 2025. Although it grows slightly ( +3% compared to 2024, +13% compared to 2023), it suffers a significant drop in the average duration per user: 18:50 minutes, which represents a 11% decrease.
With 6.7 million unique users, TripAdvisor maintains stable growth ( +3% vs 2024, +10% vs 2023). However, its average time per user is just 3:38 minutes, one of the lowest in the sector, and has fallen by 6%. For its part, the always controversy Airbnb It shines for its double growth: +11% vs 2024 and +10% vs 2023, reaching 3.9 million unique users. However, the average navigation duration (15:09 minutes) has dropped 11%, which could be explained by greater user efficiency by looking for accommodation or changes in navigation experience.
Source: GFK DAM
More notable is the case of Uber, which shows a 16% growth in users and 14% in duration, reaching 2.3m of UU and 21:19 minutes per user, the longest permanence of the ranking, above Booking and Airbnb.
Iberia and Vueling: bad results
Iberia presents one of the biggest surprises of the year: It falls 2% in unique users compared to 2024 (Up to 2.8m), and its average duration per user drops 5%, up to 12:18 minutes. The other airline cited in the study, Vueling, with 2.5m of unique users, also falls (-6%), but improvement in retention with 10:41 minutes per user (+17%). This data suggests a better optimization of its platform or greater interaction during the search and purchase of flights.
Renfe: without major changes, but in setback of use
Renfe maintains 5.1 million unique users, a slight drop of 1% compared to 2024. However, The average duration per user collapses 15% to 10:44 minutes, which can reflect a lower exploration of content or limitations in digital experience. In a context with more competition (such as Ouigo or Iryo), this metric is a relevant indicator of areas to improve for the Spanish railway.
Image: Flux Schnell
