The WB Travel service, developed by the combined company Wildberries & Russ, is entering a new stage of scaling and launching its own branded hotel concept abroad. The project is being implemented jointly with a strategic partner, the tour operator Fun&Sun, which has significant experience in creating branded hotel formats.
The first hotel under the WB Travel brand will open in Egypt. It will become part of the resort infrastructure and will be focused primarily on family holidays. The new format involves combining the digital ecosystem of e-commerce with classic travel services, reflecting the general trend towards integrating online platforms into the offline hospitality industry.
The launch of branded hotels was a logical continuation of the partnership between Wildberries and Fun&Sun. As part of the cooperation, the parties use each other's strengths: Wildberries' expertise in working with a mass audience and digital services, as well as Fun&Sun's experience in developing hotel concepts and implementing service standards at resorts. This approach allows us to create a unified customer experience and increase the predictability of the quality of rest.
The WB Travel concept places a special emphasis on infrastructure for families with children. The project provides for the development of children's areas, the adaptation of services to family scenarios and the modernization of public spaces. This corresponds to the steady demand for family resorts in popular tourist destinations.
The opening of the first branded hotel, WB Travel Dreams Vacation— is scheduled for February 15, 2026. The facility is currently undergoing extensive renovation: residential buildings, the main restaurant, lobby and other public areas are being updated. The aim of the modernization is to bring the infrastructure in line with the brand's corporate standards and the expectations of an international audience.
The company notes that Egypt was chosen as a launching pad for a reason. The destination is traditionally one of the most popular among tourists and has a well-developed resort infrastructure. The project is planned to be scaled up in the future: as early as 2026, WB Travel and Fun&Sun intend to open several branded hotels in Turkey.
Travel market experts consider the launch of branded WB Travel hotels as an indicator of the transformation of marketplaces into full-service ecosystems, where users can not only buy a product or service, but also receive a comprehensive service under a single brand.
