Wildberries Expands into Tourism with WB Travel Hotels in Turkey and Egypt, Marking a New Era for Family-Friendly Resorts

In a bold move to diversify its business offerings, Wildberries, the largest digital platform in Eurasia, is making waves in the tourism industry with the introduction of its own hotel brand under the WB Travel name. Partnering with the well-established tour operator FUN&SUN, Wildberries is setting the stage for a new chapter in the region’s hospitality sector by launching family-oriented resorts in Turkey and Egypt.

The first of the WB Travel-branded hotels, WB Travel Dreams Vacation in Sharm El Sheikh, Egypt, will open its doors to guests on February 15, 2026. Located in one of Egypt’s most sought-after coastal destinations, this resort is poised to attract tourists looking for a relaxed, family-friendly vacation. Following closely, the WB Travel Anita Matiate 4 Resort* in Kemer, Turkey, will welcome its inaugural guests on May 1, 2026. Both resorts are strategically designed to cater to the needs of families, with a strong emphasis on comfort, entertainment, and convenience for travelers of all ages.

The new WB Travel hotels are not just ordinary resort properties; they have undergone extensive renovations to enhance the guest experience. Wildberries has invested in upgrading guest rooms and public areas, ensuring modern amenities, and creating spaces where families can feel right at home. Along with the facility improvements, there will be a range of new entertainment and animation programs designed to keep all members of the family entertained throughout their stay. Both resorts will also offer improved beach infrastructure, offering guests direct access to the beautiful coastlines, making these properties a perfect choice for sun-seeking families.

A standout feature of the WB Travel brand is the TOUCAN Kids Club, a tailored entertainment program aimed at children of all ages. Whether it’s arts and crafts, interactive games, or outdoor activities, the TOUCAN Kids Club will ensure that children are engaged while parents can enjoy some well-deserved relaxation. Additionally, the resorts feature family-centric services like a children’s restaurant, a 24/7 “mom’s corner” equipped with everything a parent needs to prepare baby food, as well as laundry and drying facilities specifically designed for kids’ clothing. These thoughtful touches underscore Wildberries’ commitment to making family vacations stress-free and enjoyable.

The WB Travel brand is not new to the world of travel services, as Wildberries already offers an online platform where users can book hotels, airline tickets, and tours through its WB Travel platform. In September 2025, Wildberries announced a key partnership with FUN&SUN, one of the leading tour operators, to enhance its travel services. This collaboration merges Wildberries’ advanced e-commerce IT infrastructure with FUN&SUN’s decades of experience in the travel industry. Together, they are creating a seamless travel experience for customers by leveraging Wildberries’ cutting-edge recommendation algorithms and comprehensive service offerings.

The launch of the WB Travel hotel concept is just the beginning. As part of its strategic growth plan, Wildberries intends to open additional hotels under the WB Travel brand in both Turkey and Egypt in 2026. The company is poised to establish a strong presence in the tourism sector, providing its users with even more options for planning and booking their vacations, all through its trusted digital platform.

With these new hotel developments, Wildberries is clearly positioning itself as a key player in the travel and tourism industry, especially in the family resort sector. The partnership with FUN&SUN, along with its own technological prowess, gives Wildberries a unique advantage in offering a seamless blend of luxury, convenience, and family-friendly amenities. As more hotels are planned for the future, it will be interesting to see how the WB Travel brand shapes the future of vacationing in these popular destinations.

For travelers looking for an all-encompassing family vacation experience, the WB Travel hotels in Turkey and Egypt offer a perfect combination of top-notch facilities, convenient services, and tailored experiences that cater to every family member’s needs. With its new expansion into tourism, Wildberries is not only redefining family travel but also setting a high standard for future ventures in the hospitality sector.

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