There's an ongoing conversation within Icelandic tourism about how to increase the share of direct bookings to accommodations and tour operators. Many feel the sting of the commissions that OTAs (Online Travel Agencies) like Booking.com and Viator take from every booking, on top of all the other costs. And those costs certainly aren't going down. Keeps was born when the company's founder was working at Expedia and saw an opportunity to help Icelandic accommodations manage their photos and...

You don't need to replace Booking overnight. Small, real improvements beat big plans that never happen — here's where to start.

Most hotels don't have a content problem. They have a distribution problem. The photos exist, the brochures exist, the materials are there. The issue is what happens every time someone needs access to them.