Russian marketplace giant Wildberries is expanding deeper into tourism with plans to launch a new hotel network across Russia under its WB Travel brand.
Speaking during the St Petersburg International Economic Forum 2026, RWB chief executive Tatyana Kim revealed the company plans to open around 100 hotels across the country as part of a major push into domestic tourism.
First Hotels Planned For Sochi, Black Sea Coast And Altai
The first properties are expected to appear in Russia’s Black Sea region, particularly around Sochi, alongside developments planned for the Altai region.
Wildberries says the first guests could arrive as early as 2026.
The company is not entering hospitality entirely from scratch. Hotels operating under the Wildberries brand are already active in Egypt and Turkey.
Tourism Expansion Goes Beyond Hotels
The hospitality push forms part of a much broader travel strategy.
Wildberries also plans to develop around 200 children’s camps under a unified brand while creating a dedicated platform for children’s tourism and holiday bookings.
Executives believe these projects could help stimulate domestic tourism growth while creating new travel ecosystems beyond traditional ecommerce.
WB Travel Wants More Than Traditional Online Booking
The company has previously signaled ambitions to reshape travel distribution in Russia.
Former TUI Russia chief Taras Demura, who now leads Wildberries’ tourism division, previously outlined plans for travel agencies and additional services under the WB Travel umbrella.
According to Demura, one of the main differences between WB Travel and conventional online booking platforms will be increased customer support throughout the booking journey rather than leaving users to navigate the system independently.
Domestic Tourism Continues Driving Investment
The announcement highlights growing investment across Russia’s domestic tourism sector as companies increasingly target travelers staying closer to home.
With hospitality, travel booking, family tourism and accommodation now falling under the same ecosystem, Wildberries appears to be positioning WB Travel as a much broader tourism platform rather than simply a hotel operator.
