From e-commerce to destination-led experience, the journey begins in Sharm El-Sheikh

WB Travel, the tourism arm of global e-commerce powerhouse Wildberries & Russ Group, is entering the hospitality sector with its first branded hotel project in Sharm El-Sheikh, Egypt. Developed in strategic partnership with tour operator FUN&SUN, the initiative marks a clear shift in WB Travel’s positioning from a distribution and booking platform to a brand actively designing and managing travel experiences.

WB Travel Dreams Vacation: the starting point of a branded hotel strategy

The property, to be launched under the name “WB Travel Dreams Vacation,” represents WB Travel’s first hotel developed under its own brand identity. Located in the El Hadaba area of Sharm El-Sheikh along the Red Sea coast, the hotel is scheduled to open on 15 February 2026. The project is based on a comprehensive renovation of an existing resort, covering accommodation units, lobby areas, the main restaurant and shared public spaces.

As a pilot investment, the hotel will serve as a benchmark for WB Travel’s future hospitality developments.

A family-centric experience architecture

The concept has been designed with a strong focus on family travel, positioning children’s services as a core component rather than an add-on. FUN&SUN’s established TOUCAN kids’ club concept will be a central feature, supported by age-segmented activity programs. Dedicated children’s dining areas, baby food preparation stations and laundry services tailored for children’s clothing further reinforce the hotel’s family-oriented operational model.

This approach aligns with the growing global demand for fully integrated, family-friendly resort experiences.

A strategic shift for WB Travel

Having entered the tourism sector in 2023 through transportation ticketing and packaged travel products, WB Travel is now moving up the value chain. With this investment, the company transitions from a sales-led model toward direct product ownership and experience management. The Sharm El-Sheikh project is expected to act as a reference point for additional WB Travel–branded hotels planned for Egypt and Türkiye, although further details have not yet been disclosed.

Destination context

Sharm El-Sheikh has regained momentum in recent years, particularly across Russian and Eastern European source markets. Rising demand for family-friendly, all-inclusive resorts with clearly defined service standards continues to strengthen the destination’s investment appeal. WB Travel’s decision to launch its first branded hotel in Sharm El-Sheikh reflects a demand-driven and market-aligned strategy.