Transitioning from a digital platform to a hospitality brand, Wildberries brings the WB Travel concept to Türkiye in partnership with FUN&SUN
With a family-focused service model, all-inclusive structure, and data-driven guest experience, the project adds a new competitive layer to Antalya

Russian-based digital platform Wildberries is deepening its expansion into the tourism sector by targeting the Turkish market. Aiming to translate its extensive e-commerce user data into a holistic travel experience, the company is launching its WB Travel branded hotel concept in Antalya’s Kemer district in collaboration with tour operator FUN&SUN. This initiative reflects a broader shift in tourism, where platform economies are evolving from pure distribution channels into direct accommodation providers.

A New-Generation Branded Hospitality Experience in Antalya

Located in Kemer, the property is set to enter the 2026 summer season with a branded hotel model
An all-inclusive framework, beach access, and core resort facilities position the hotel for mass-market appeal

The four-star property is expected to welcome its first guests at the start of the 2026 summer season. Positioned on the second coastal line, the hotel will feature its own beach area alongside an outdoor swimming pool, entertainment zones, and food and beverage outlets. At the core of the concept lies Wildberries’ strategy to connect its broad digital customer base directly with the on-site accommodation experience.

A Service Design Centered on the Family Segment

The WB Travel concept prioritizes families with children through tailored operational details
Parent-and-baby facilities, child-oriented services, and practical in-room solutions define the positioning

One of the project’s defining elements is its strong focus on the family travel segment. Children’s activity areas, dedicated parent support points, and convenience-driven accommodation features illustrate the brand’s ambition to secure a solid foothold in the family holiday market. The operational design emphasizes small yet impactful details aimed at simplifying and enhancing the guest journey.

From Digital Platform to Physical Experience

The Wildberries–FUN&SUN partnership combines distribution power with tour operating expertise
Platform data is leveraged to create an integrated model from booking to on-property experience

The WB Travel hotel represents a hybrid business model that merges Wildberries’ extensive digital reach with FUN&SUN’s operational know-how in tour operations and hotel management. The objective extends beyond room sales, seeking instead to build a seamless customer journey that spans trip planning, booking, and the in-destination experience. This approach underscores the accelerating role of data-driven service design in modern tourism.

Türkiye as Part of a Broader Regional Expansion

After pilot implementations in other destinations, the branded hotel concept now moves into the Mediterranean market
The Antalya investment forms part of Wildberries’ vision to establish a multi-destination hotel network

Wildberries’ branded accommodation strategy is not confined to Türkiye alone. The WB Travel concept has previously been tested in other destinations, with the Antalya project marking a strategic step into the Mediterranean tourism ecosystem. Türkiye’s high visitor volumes and mature resort infrastructure position it as a key market within the company’s broader regional expansion plans.

A New Competitive Layer for Antalya’s Resort Landscape

The entry of platform brands into hospitality is reshaping destination-level competition
The convergence of digital reach and physical accommodation signals emerging hybrid business models

WB Travel’s arrival in Antalya is expected to intensify competition, particularly within the family-oriented resort segment. As digital platforms increasingly move into branded hotel operations, the traditional boundaries between distribution and service provision continue to blur. In a destination as established as Antalya, this model points toward a future marked by new partnership structures and hybrid hospitality concepts that redefine how tourism products are created and delivered.