Wildberries and tour operator FUN&SUN have announced plans to launch the first five-star hotel under the WB Travel hospitality concept in Turkey.
The new property, WB Travel Miarosa Incekum, will begin operating in its updated format from 15 July 2026 in the Alanya region on Turkey’s Mediterranean coast.
First Five-Star Property For WB Travel
WB Travel Miarosa Incekum will become the first five-star hotel within the WB Travel portfolio, marking the brand’s expansion into the upscale resort segment.
Until now, the WB Travel network has included four hotels in Turkey and one property in Egypt, all operating in the four-star category.
All-Inclusive Resort Located Near Alanya
The resort operates under an all-inclusive concept and is located in the Alanya area, one of Turkey’s most popular leisure destinations for international travellers.
The property features a private sandy beach located 250 metres from the hotel buildings, alongside two outdoor swimming pools with water slides, SPA facilities, playgrounds, and recreation areas.
Family-Focused Concept Planned
The hotel will include the TOUCAN children’s club offering educational and entertainment programmes, including the “Fixiki Visiting Toucan” concept for younger guests.
Families will also have access to a dedicated children’s menu in the restaurant and specially equipped laundry facilities for washing children’s clothing.
Major Renovation Ahead Of Launch
Ahead of the official launch under the WB Travel brand, the property will undergo upgrades to guestrooms, public areas, beach infrastructure, and food service operations.
The resort will also introduce dining concepts aligned with the broader WB Travel hospitality model.
Bookings Already Open
Reservations for WB Travel Miarosa Incekum are already available through the Wildberries mobile application and the FUN&SUN website.
The launch reflects the growing trend of e-commerce and travel brands expanding into hospitality and tourism as companies increasingly diversify into lifestyle-focused services.
Turkey Remains Key Market For Resort Tourism
Turkey continues to rank among the most popular international resort destinations for travellers from Russia and neighbouring markets, supported by strong demand for all-inclusive beach holidays.
The expansion of WB Travel’s hotel portfolio highlights continued investment in Turkey’s hospitality sector as tourism demand across the Mediterranean region remains strong.
