WB Travel, the travel service of the merged Wildberries & Russ group (RWB), is moving beyond ticketing and hotel bookings into branded hospitality. The company said it is launching a proprietary hotel concept together with tour operator FUN&SUN, combining Wildberries’ e-commerce distribution with FUN&SUN’s experience in hotel concepts and service-standard rollout.

The first property under the new flag, WB Travel Dreams Vacation, is scheduled to open on 15 February 2026 in Egypt. It is located on the Red Sea in El Hadaba, in the southern part of Sharm el-Sheikh, and is undergoing a large-scale upgrade of accommodation blocks, the main restaurant, the lobby, and other public areas, according to the partners.

Positioning is explicitly family-centric. The updated concept will include a TOUCAN kids’ club for different age groups, plus additional family infrastructure such as a children’s restaurant, a dedicated corner with equipment for preparing baby food, and a laundry zone with a washing machine and dryer for children’s items.

The partners also signaled that the Egypt launch is meant to be the first step, with plans to open several more WB Travel-branded hotels during 2026 in Egypt and Turkey, though investment levels and specific properties have not been disclosed.

For Wildberries, the initiative extends a tourism push that began in 2023 – initially with air, rail, and bus tickets, later adding hotel bookings and broader travel products.

From FUN&SUN’s perspective, the new WB Travel hotel concept follows a long-running strategy of differentiated, add-on services inside partner hotels, with TOUCAN positioned as one of the earliest and most scalable elements of its family-focused formats.