EasyGuide, which aims to offer tours and activities across Europe, is the latest to join the “Easy” family of brands which include easyJet and easyHotel.

The airline’s founder, Sir Stelios Haji-Ioannou, has invested a minority stake in easyGuide, which launched its website this week.

The website has been given permission to use the orange branding and other style elements closely associated with the easyJet mothership.

Blake Reddy, founder and CEO of easyGuide, says the company has also raised seed funding from a London-based seed fund but declined to disclose the total raised so far.

Reddy’s background is in banking and international finance.

EasyGuide currently offers experiences in London, with a plan to cover other cities including Amsterdam, Barcelona, Madrid and Paris by the second quarter of 2020.

The company has direct relationships with tours operators such as Evan Evans and Golden Tours as well as agreements with individual locations in the city.

It is also seeking agreements with some of the largest experience providers such as Merlin Entertainments and Historic Royal Palaces.

According to Reddy, easyGuide will also launch branded tours to increase brand awareness and promote its activities to travelers using the airline.

Reddy says: “Despite large sums of money pouring into the sector, I don’t believe there is a strong brand presence and most consumers don’t automatically think of one ‘go-to’ company when looking to purchase activities and experiences.”