Arthur Frommer, the man who revolutionized travel with his groundbreaking guidebook Europe on 5 Dollars a Day, passed away at the age of 95 from complications of pneumonia. For millions, his work turned the dream of international travel into an achievable reality, opening up the world to everyday Americans.
“My father opened up the world to so many people,” said Pauline Frommer, his daughter and collaborator in the family business. “He believed deeply that travel could be an enlightening activity and one that did not require a big budget.”
From Military Intelligence to Travel Icon
Frommer’s journey as a travel guru began during his time in the U.S. Army in the 1950s. Stationed in Europe during the Cold War, he used his weekends to explore Paris, England, and beyond. Recognizing the need for practical, accessible travel advice, he wrote The GI’s Guide to Traveling in Europe for fellow soldiers.
The guide sold out, and after returning to the U.S. to practice law, Frommer self-published a civilian version titled Europe on 5 Dollars a Day in 1957. The book quickly struck a chord with the postwar generation, becoming an immediate bestseller.
Its success coincided with the rise of affordable jet travel, a game-changer for Americans looking to explore the world. His guidebooks—offering tips on budget accommodations, local dining, and public transport—democratized travel, long considered a luxury for the wealthy.
A New Way to See the World
At a time when international travel seemed daunting and exclusive, Frommer’s advice was refreshingly practical. Avoid five-star hotels and pricey restaurants, he urged, and embrace budget options for a more authentic experience.
“Budget travel leads to a more authentic experience,” Frommer famously said, emphasizing the importance of connecting with locals and immersing oneself in the culture.
His poetic descriptions made faraway places feel within reach. Writing about Venice in his debut book, he advised arriving at night “when the wonders of the city can steal upon you piecemeal and slow.”
This approach resonated with middle-class Americans, who began to see travel not as a once-in-a-lifetime luxury but as an enriching part of life.
Building the Frommer Empire
The guidebook’s success launched an empire. Frommer eventually left his law career to focus on travel full-time. By the 1960s, the Frommer brand was synonymous with reliable, budget-conscious travel advice.
In later decades, the guidebooks adapted to inflation and changing travel norms, with titles like Europe from $95 a Day. But the heart of the advice remained the same: Travel was for everyone.
In the 2000s, a series of acquisitions threatened to derail the brand. After selling the company to Simon & Schuster, then Wiley Publishing, Frommer’s was acquired by Google in 2012. But Google’s decision to discontinue the guides prompted Frommer, at age 84, to buy back the brand.
Together with his daughter Pauline, he relaunched the print series in 2013. “I never dreamed at my age I’d be working this hard,” he quipped at the time.
A Legacy of Advocacy
Beyond guidebooks, Frommer was a vocal advocate for ethical and sustainable travel. He was critical of mega-cruise ships and voiced skepticism about user-generated review platforms, which he feared could be manipulated.
In the wake of Donald Trump’s election, Frommer coined the term “Trump Slump” to describe a decline in tourism to the U.S., further cementing his role as a sharp observer of global travel trends.
Despite his fame, Frommer stayed true to his principles. He eschewed first-class travel, choosing economy class to stay connected to the average traveler’s experience.
A Family Affair
Pauline Frommer grew up immersed in her father’s world, joining his travels as a child. By the 2010s, she had become a driving force in the business, blending his ethos with a modern approach to travel content.
“It’s wonderful to have a working partner whose mind is a steel trap,” she said. “His opinions, whether or not you agree with them, come from his social values.”
Frommer’s influence extended beyond his books. His vision of travel as an enriching, accessible activity continues to shape the industry.
Remembering Arthur Frommer
Arthur Frommer’s impact is immeasurable. He transformed the way people see the world, encouraging generations to explore, connect, and discover.
In addition to Pauline, Frommer is survived by his wife Roberta Brodfeld and two granddaughters. His legacy lives on through the enduring popularity of the Frommer’s brand and the countless travelers who have followed his advice to explore the world on a budget.
