Wildberries enters hospitality with its first branded hotel in Turkey
Wildberries is expanding into the hospitality industry with its first branded hotel under the WB Travel label. The Anita Matiate Hotel in Kemer, Turkey, will open its doors on May 1, 2026, following a partnership with Fun&Sun. This move marks a new phase in the company's travel services strategy, which began with a formal agreement signed last September.
The four-star hotel sits on the second beachfront line in Kemer, offering guests direct access to a Blue Flag-certified sandy-pebble beach. Facilities include an outdoor pool, water slides, a main all-inclusive restaurant, and a café. The property is currently undergoing renovations, with updates to guest rooms underway.
Bookings for the Anita Matiate Hotel are already open through the Wildberries marketplace app and Fun&Sun's website. This follows the company's registration of RVB Travel, a new legal entity focused on travel services, in July 2025.
The project builds on Wildberries' broader travel ambitions. A second hotel, WB Travel Dreams Vacation, is set to launch in Egypt on February 15. No further hotel projects beyond Turkey and Egypt have been announced for the time being.
The launch of the Anita Matiate Hotel strengthens Wildberries' position in the travel market. By integrating bookings into its marketplace, the company offers customers a seamless way to plan holidays. The partnership with Fun&Sun continues to drive this expansion, with two hotels confirmed by 2027.
