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WB Travel

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2026: Discovery

In January 2026, the WB Travel travel service from the Wildberries marketplace, together with the Fun & Sun tour operator, announced the launch of its own hotel chain in popular foreign resorts. The first WB Travel Dreams Vacation branded facility will be opened in Egypt on February 15, 2026.

According to the press service of Wildberries and Russ, the creation of a hotel concept is a new stage of strategic partnership between companies. The partnership aims to combine e-commerce and travel business competencies.

Wildberries launches WB Travel hotel chain

The new WB Travel Dreams Vacation will feature Fun & Sun's Toucan Kids Club with a 14-day non-repetitive activity programme. The program includes developmental activities tailored to different age groups: science labs, creative workshops, quizzes and sports games.

The infrastructure for recreation with children provides for a separate children's restaurant, a special area for preparing baby food, equipped with the necessary equipment and food, as well as a room with washing machines. The hotel itself is completing work on a large-scale renovation of the room stock, the main restaurant and public areas.

The chain's development plans include the opening of additional WB Travel hotels in Egypt and Turkey in 2026, the Wildberries and Russ press service said.

A strategic partnership between Wildberries and tour operator Fun & Sun was struck in September 2025. Its goal is to integrate the technological capabilities of the marketplace, including personal recommendation systems, with professional experience in the tourism sector to create new services. One of the first joint products was the service of early booking of tours for the winter season 2025-2026[1]"

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