Wildberries, a leading digital platform in Eurasia, launches its first branded WB Travel hotels in Turkey and Egypt as part of a wider move into the tourism sector, partnering with tour operator FUN&SUN to develop family-focused resorts in popular holiday destinations.
The first property in Egypt, WB Travel Dreams Vacation in Sharm El Sheikh, is scheduled to welcome guests on February 15, while WB Travel Anita Matiate 4* in Kemer, Turkey, opens on May 1. Both hotels are renovated existing resorts upgraded to meet new service standards, with expanded entertainment, improved beach infrastructure and a strong focus on families with children.
The hotel launches follow Wildberries’ expansion of travel services through its WB Travel platform, where customers can already book hotels, flights and tours online. The company announced its strategic partnership with FUN&SUN in September 2025, combining Wildberries’ digital infrastructure and recommendation technology with the tour operator’s travel industry expertise. Additional WB Travel-branded hotels are planned in both Turkey and Egypt later in 2026.
The WB Travel concept centres on creating all-inclusive, family-oriented resort experiences rather than traditional hotel stays. Renovation work across both properties focuses on upgraded guest rooms, refreshed public spaces, and enhanced entertainment programmes designed to appeal to multi-generational travellers.
A core feature of the brand is the TOUCAN Kids Club, which offers age-specific activities and supervised programmes for children of different age groups throughout the day. The resorts also include dedicated children’s restaurants, along with a 24-hour “mom’s corner” equipped with appliances and ingredients for preparing baby food.
Family-friendly infrastructure includes laundry and drying facilities designed specifically for children’s clothing, making longer resort stays more comfortable for parents travelling with young children. The upgraded beach areas are part of a wider investment to enhance the guest experience and service quality.
The move marks a significant step in Wildberries’ transformation from a pure e-commerce platform into a broader lifestyle and service ecosystem. Founded in Russia in 2004, the company now operates across Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Russia, Tajikistan, and Uzbekistan, and also works with sellers in China and the UAE.
As of 2025, Wildberries serves more than 79 million customers, supported by a logistics network of over 135 facilities and more than 90,000 pickup points across its markets. The same technology and customer data systems that power its retail business are now being applied to travel recommendations and booking services.
For FUN&SUN, the partnership provides access to a large digital customer base and expands its resort portfolio with newly refreshed properties under a unified brand concept. For Wildberries, the hotels represent a physical extension of its online travel marketplace, allowing the company to influence both booking behaviour and the on-site holiday experience.
With beach destinations in Turkey and Egypt among the most popular for Eurasian travellers, the WB Travel resorts position the brand in two high-demand markets ahead of the 2026 summer season. The company says further hotel openings under the WB Travel name are already in development as it looks to scale the concept across key leisure destinations.
