I see easyHotel as one of the best, most natural extensions of the 'easy' brand from the airline. EasyHotel is raising money to accelerate growth at a much faster rate than I could have grown it as a private company, whilst enabling me to spend more time on my diversified portfolio of other investments.
In America you can be Donald Trump, have a business go wrong, and file for Chapter 11. You can move on, and no one complains. When his casinos were in Chapter 11, he was still on TV telling people how to get rich. I had to persevere for years with easyInternet because I couldn't afford to hurt the brand.