EasyGroup is to roll out a European riverboat cruise service to add to its existing Easy-branded businesses.

The UK-based company, which is wholly-owned by entrepreneur Stelios Haji-Ioannou, is set to unveil an agreement to licence the EasyCruise brand to Dutch riverboat operator.

The service, which will feature orange-coloured Easy-brand boats, is due to commence in June with cruises between Amsterdam and Brussels.

EasyCruise will sit alongside the low-cost airline and mobile phone divisions within the EasyGroup portfolio.

There are currently no plans to cross-sell the cruises with other Easy travel products such as flights on EasyJet.

The cruise service will function on a no-frills basis in a similar fashion to the EasyJet airline and it will target younger holidaymakers.

EasyCruise in hunt for CEO >>

Stelios truns hand to pizza >>

EasyCruise steams ahead >>

Career Case Study – Neil Kelly, cruise director, EasyCruise >>

By Tom Reed

This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design. To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.

Source: mad.co.uk

Get your copy of Caterer and Hotelkeeper every week - click here to subscribe and save 25%.