Martin B. Deutsch, the founder of TravelAge West and a visionary leader in the travel trade publishing industry, has died, a source close to the family told TravelAge West. He was 91.
Deutsch had an illustrious travel career that began in 1955 as associate editor of Caribbean-Latin American Travel Courier, a monthly trade magazine that evolved to become Travel Weekly in October 1958. He served as the founding managing editor of Travel Weekly until April 1967, when he joined Official Airline Guides Travel Magazines and became the founding managing editor of a brand-new regional trade publication: TravelAge East.
He introduced TravelAge West in 1969, followed by TravelAge MidAmerica in 1974.
"An agent in Southern California doesn’t have the same sales interest as an agent in Marion, Conn.,” Deutsch said in an interview for TravelAge West’s 50th anniversary. “So, we decided to regionalize the brand. But it was apparent from the beginning that ‘West’ would be the strongest title.”
In addition to its regional approach, TravelAge West stood out from other travel trade publications because it was written for “the frontline troops,” Deutsch said.
“Most travel trades were solely focused on agency owners, and they were generally very disparaging of the army of salespeople who actually sold travel,” he said.
Deutsch’s career touched all aspects of the media business. He launched the TravelAge tradeshows, began Travel Management Daily and started OAG Frequent Flyer Magazine. He served as a consultant for Travel Agent magazine, Travel Industry Shows (Cruise Tour World) and the Home Based Travel Show. Since 2002, Deutsch has also been the co-owner of and columnist for JoeSentMe.com, a business travel newsletter.
In a 2009 column, Deutsch — who was a passionate traveler and writer throughout his career — recounted 50 years of his best travel memories, from traveling to Nepal in the early 1970s to flying by single-engine and twin-engine aircraft on a safari to Kenya, Tanzania and Uganda in 1966.
Needless to say, there would not be a TravelAge West without Martin. But more than that, he believed in the power of travel advisors and in the strength of the Western travel industry, and everyone in our business is better for it.
“My only real regret during the last 50 years? I don't have enough space to recount all of the great times,” he wrote.
In another column, he reminisced about places he would love to revisit, such as Hong Kong with its “24-hour-a-day vibrancy;” the triumvirate of Rome, Florence and Venice, Italy, where “each [city] is a museum in itself;” and Peru’s magnificent Inca site of Machu Picchu.
“It's my favorite ruin — apart from myself,” he quipped.
He is remembered fondly by his colleagues, including John C. Graham, president of Travel World VR, Inc., who he worked with for more than a decade.
Martin B. Deutsch
Credit: 2022 Martin B. Deutsch
"He pioneered the trade publication business, tradeshows, convention television and newsletters,” Graham said. “He was a mentor, but more of a friend, and I learned a lot from him. He appreciated honesty, hard work and loyalty, and made sure that everything, at the end of the day, happened. He never placed blame on others.”
"Needless to say, there would not be a TravelAge West without Martin,” said Kenneth Shapiro, the current Vice President, Publisher/Editor-in-Chief of TravelAge West. “But more than that, he believed in the power of travel advisors and in the strength of the Western travel industry, and everyone in our business is better for it.”
"On a personal level, I always valued my conversations with Martin,” added Shapiro. “He was someone I learned from right up until the end. He was generous with his time and knowledge. Plus, he had a terrific sense of humor. He was one of the greats, and he’ll be missed.”
In an interview conducted at Deutsch’s Manhattan home for TravelAge West’s 40th anniversary, he expressed his delight that TravelAge West continues to be a top trade magazine for travel advisors.
“West continues to get the support from West Coast agents and suppliers — everything that it deserves,” he said. “It’s a vital force.”
Deutsch is survived by his wife, Denise, his son Kenneth and his daughter Ariel.
