easyJet founder Sir Stelios Haji-Ioannu is planning to launch an online travel agency (OTA) to rival Expedia and Travelocity.
His aim is to use the easyJet brand name for the new enterprise which could force the low cost carrier to re-brand.
The two sides are also due to meet in the UK High Court on Thursday (June 10) over a dispute regarding the airline's revenue sources.
Sir Stelios's plans come amid rising tension between him and the airline in which he has a 38% stake.
The entrepreneur, who resigned from the airline's board last month, has long been opposed to easyJet's strategy of spending cash on new aircraft rather than on giving shareholders a dividend.
He has also made clear his negative views of the outgoing ceo Andy Harrison. One report said that Sir Stelios believed that Harrison, who served for five years as CEO, was overrated.
easyJet countered by claiming that during Harrison's tenure, the airline was only one of two major European carriers to make a profit in 2009.
The airline, which pays Sir Stelios £1 a year to use the easyJet name, has also considered re-branding if no agreement can be reached.
Sir Stelios runs other companies under the easyJet brand including easyJethotels and easyJetholidays.
The court case is over whether the airline has broken the terms of an agreement which requires it to receive 75% of its income from "core activities."
Sir Stelios contends that the airline has broken this deal by receiving more than 25% of its income from ancillary services, like charging for baggage.
The two sides are now asking a judge to define "core activites".
Court documents lodged by Sir Stelios also refer to possible confusion between the various easyJet activities.
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