WB Travel and FUN&SUN Partner to Launch their Family-Friendly WB Travel Dreams Vacation Hotel in Sharm el-Sheikh, Egypt

Recently, the travel entity of the merged Wildberries & Russ Group (RWB), WB Travel, has been breaking new ground in line with its conventional offering based on ticket sales and hotel room bookings. WB Travel recently unveiled the opening of its own hotel brand, WB Travel Dreams Vacation hotel heralding an important milestone within the branded hotel segment. Such an initiative has been actualized under a collaborated partnership arrangement with tour operator FUN&SUN, with Wildberries e-commerce expertise complemented by FUN&SUN’s comprehensive hotel industry know-how and its successful service standardization practices.

It is a new, exciting project that is a family hospitality concept that will deliver custom-made experiences for customers, particularly in relation to relax, convenience, and kid services. The opening of the first hotel under the new WB Travel Dreams Vacation brand is expected to take place on February 15, 2026, in Egypt, marking a new approach in its new line of business.

WB Travel Dreams Vacation: Shaping the Future of Family Travel in Egypt

Located in El Hadaba, in the southern part of Sharm el-Sheikh, the first WB Travel Dreams Vacation property will be situated along the scenic Red Sea. The hotel is currently undergoing an extensive renovation, with the upgrading of key areas including accommodation blocks, the main restaurant, lobby, and several public areas, according to official reports. The revamped hotel will cater specifically to families, providing an array of services and facilities designed to enhance the experience of traveling with children.

As part of its new strategy, the hotel will feature the TOUCAN kids’ club, a dedicated space for children of various age groups. This initiative will help to address the needs of both younger children and older kids, ensuring that every member of the family has an enriching experience. Additionally, the property will offer a children’s restaurant, a baby food preparation corner, and a laundry zone equipped with washing machines and dryers specifically for children’s items, underscoring the family-friendly nature of the property.

Expanding Hospitality Horizons: Egypt and Turkey to See Multiple Openings

The launch of the WB Travel Dreams Vacation hotel in Egypt is just the beginning. The partners have already outlined plans to open several more WB Travel-branded hotels throughout 2026, targeting key destinations such as Egypt and Turkey. However, the exact investment levels and specific locations for these additional properties have not been revealed. This expansion will further solidify WB Travel’s position as a growing player in the tourism and hospitality sector and highlight its commitment to catering to family travelers.

Meanwhile, the Egypt launch is an important milestone in the ongoing tourism expansion initiated by Wildberries in 2023. What started with offering air, rail, and bus tickets has now evolved into a broader range of services that includes hotel bookings and other travel-related products, signaling the company’s desire to tap into the expanding global tourism market. The introduction of the WB Travel Dreams Vacation hotel is a key step in Wildberries’ tourism growth strategy, aimed at diversifying the company’s portfolio and meeting the growing demand for family-oriented vacation options.

FUN&SUN’s Contribution to the New Hotel Concept

For FUN&SUN, this partnership represents an exciting development in its long-standing strategy of offering differentiated services within partner hotels. The company’s TOUCAN brand—designed specifically for families—is set to be one of the standout features of the new hotel concept. TOUCAN will serve as the anchor for a range of family-focused services, such as specialized programs for children and tailored experiences that appeal to families with young children.

Incorporating FUN&SUN’s expertise into the hotel concept allows WB Travel to draw on a wealth of experience in hospitality management, ensuring high service standards and a seamless guest experience. This collaboration also underscores the growing trend of tour operators and hotel brands working together to create more personalized and value-added experiences for travelers.

The Future of WB Travel’s Hospitality Ambitions and Industry Growth

The upcoming opening of WB Travel Dreams Vacation is a significant step toward Wildberries’ goal of becoming a global leader in the tourism and hospitality sector. This hotel will serve as a pilot for future properties, allowing WB Travel to refine its concept and assess the market’s response before expanding further into other countries and regions. The family-centric approach is a deliberate decision, as more and more travelers seek out vacation destinations that cater to the needs of children and provide an all-inclusive, hassle-free experience.

Looking ahead, the broader hospitality growth for WB Travel is deeply aligned with the increasing global demand for family-focused accommodations. As tourism trends shift towards experience-based travel, more families are looking for destinations that offer not just relaxation, but also activities and services that engage every family member. This trend reflects a broader transformation within the hospitality industry, where personalization and specialized services are key to standing out in a competitive market. The WB Travel Dreams Vacation hotel is positioned at the forefront of this shift, offering an experience that blends family-friendly amenities with quality service.

The WB Travel brand is also tapping into sustainable tourism as an important growth avenue. With rising demand for eco-conscious travel experiences, WB Travel’s commitment to providing family-friendly and environmentally sustainable hotels will likely resonate with modern consumers who are increasingly prioritizing eco-tourism in their travel choices. By focusing on sustainability and family-friendly services, WB Travel is well-placed to become a leader in the growing eco-tourism and family travel markets.

A Game-Changer in Family Hospitality and a Gateway to Future Growth

The foray of WB Travel into the world of branded hospitality represents the beginning of an exciting new chapter for WB Travel in the world of tourism. Through the combination of Wildberries’ ecommerce platform with the knowledge of the hotel sector provided by FUN&SUN, the company is raising the bar for family-friendly hotels that are able to deliver comfort, convenience, and quality service to customers. The company’s entry into the tourism industry gathered momentum with the creation of WB Travel Dreams Vacation in Egypt in 2026.

This move also indicates an increasing demand in the industry for family-oriented vacations and that WB Travel is among the forerunners in this emerging industry segment. Looking at the future and considering that WB Travel continues to diversify in terms of hospitality services, it also looks promising for this company to shape the future of vacations for families in such a way that many other properties will also come on board in the years to come. Eco-vacations and custom-designed vacations for families indicate that this company will benefit from the future booming hospitality industry.