Yahoo Hires a High-Profile Travel Editor After Much Neglect

Yahoo is finally paying a bit of attention to its much-neglected Travel section.

Yesterday the Wrap reported that the former editor of the New York Post's “Page Six” gossip section Paula Froelich will take charge of the site's travel section as editor.

Froelich left the Post in 2009 and has authored a best-selling novel, as well as the A Broad Abroad blog.

Froelich is getting a big site to run.  Yahoo has run travel as an afterthought in recent years, as more of a marketing platform than an editorial project. But it still commands a large audience: In January 2014, Yahoo Travel notched 24.1 million desktop visits, according to SimilarWeb data, making Yahoo Travel the ninth largest travel booking site in the world.

Bookings are currently handled by Travelocity Partner Network, and a vacation rental portion of the site links to a mix of providers from Roomorama to Rentalo.com to VacationHomeRentals.com.

Froelich's hiring is part of a string of high-profile editorial spends that Yahoo hopes will bring a bit of attention back to its relatively stale content offerings.