- There are too many people and the crowd overwhelms the experience.
- It is too expensive and you feel jilted by the cost.
- The wildlife didn’t turn up because, you know, wildlife.
- The weather sucked, so you’re too busy focusing on how great it would be if the weather didn’t suck.
- You were robbed, fell ill, got hit by a bus, or were press-ganged into slavery aboard a Thai tuna fishing vessel.
It’s been a tumultuous month in the world of bucket list experiences. The New York Times art critic ran a story about the sheer and utter disappointment of seeing the Mona Lisa, glassed away from the masses of crowds expecting something more...transcendent. Asked on national radio about my own experience with Leonardo’s masterpiece, I recalled seeing it many years ago, and feeling distinctly underwhelmed: “I thought there would be God rays and confetti, and angels would be singing with harps.” If I didn’t know it was regarded as the pinnacle of artistic expression, I would have walked past it, marvelling at plenty other works in the Louvre that would better match that description. The subject moved onto travel experiences that are disappointing. Each to their own, but there’s really only a few factors that will make an activity or destination disappointing:
All this to say: The experience did not live up to your expectations. The higher your expectations, the higher the chance that the destination or activity will disappoint you. Reality simply can’t compete with your imagination. And I can’t blame anyone for having an imagination stoked by the most perfect of all scenarios. On television shows, in travel articles, in books (ahem), you rarely see or hear about crowds, costs, and crap weather. The sky is mostly blue, and the animals always show up. It is very rare that everything comes together exactly as it does in the brochures, and yet the marketing of peak experience does no favours to your expectations. You’re being set up for disappointment, so better to have no or limited expectations to begin with.
One of the tools proposed to combat the scourge of overtourism is Responsible Marketing. This would require tour operators and destination marketing organizations to use real people in real situations, not models beneath a Photoshop sky. Imagine if casinos were restricted to responsible marketing? Instead of hot couples smiling as they win at the roulette table, you’d see leathered alcoholics flushing away next month’s rent. Any activity that depends on good weather is particularly vulnerable to unmet expectations. Nobody wants to visit a beach in a hailstorm, ski on a mountain without snow, or get rained on during a parade. My biggest disappointment is the northern lights – a dreamy bucket list experience that is particularly weather dependent. Ten times I should have seen a magical natural fireworks display in the sky, and ten times the sky was overcast, or the solar ions weren't firing, or the sky lit up the day before I arrived, and the day after I left. Ten times in the freezing northern winter, including trips to Whitehorse and Yellowknife during peak aurora-watching season. Eventually I did see the northern lights, but compared to all the alluring photographs and stories, witnessing a slight pulsating green fog in the frigid, early morning sky (few people know that the best time to see the lights is well after midnight) was a let down. At least I hadn’t flown in all the way from Japan, unlike the disappointed aurora-watchers around me.
The global bucket list took another hit this month with the chaos surrounding One Ocean Expeditions. I’ve worked with this Squamish-based company for several years, having visited Antarctica, crossed the Northwest Passage in the high Arctic and more recently taken my mom and daughter to remote islands in the Atlantic on their wonderful boats, guided by their wonderful crew. I’ve recommended the company at dozens of talks and in my books, and was shocked to hear they’ve been shipwrecked with financial difficulties. Passengers were left stranded shortly before an Antarctica sailing, most support staff have left the company, and information from the permanently closed head office to hundreds of out of pocket clients has been cryptic and scarce. The source of the issue appears to have been the damage that occurred to one of their Russian leased vessels in August 2018. There are competing claims as to who was responsible and should foot the bill, and as a result the Russians withdrew their ships from One Ocean’s service. This sent the company scampering to fill exist bookings on their single remaining ship, and in all likelihood broke the sea camel’s back. The company’s mysterious restructuring has been devastating for their amazing staff and crew, many of whom are owed tens of thousands of dollars in wages. It has been devastating for passengers around the world who have footed up to $14,000 per ticket, and have no travel insurance recourse to get their money back. It has been devastating for the Royal Canadian Geographic Society, who benefitted from One Ocean as a major sponsor, and it has been devastating for polar tourism. One Ocean did vital, generous and important work for the Arctic and Antarctica, supporting scientists, educators, communicators and students. I remember telling passengers that One Ocean did not just help us tick Antarctica off our bucket list, the company had helped us become ambassadors for a truly incredible, vulnerable and oft-misunderstood eco-system. Despite hope that a new financial partner will save the day, the damage to the brand and betrayal of trust of both clients and crew is, in all probability, fatal. Despite some wild rumours swirling around, I do believe One Ocean had a wonderful heart. Operating at the mercy of the roughest of natural elements, it just needed a better business brain. Here's hoping for smooth waters and easy sailing ahead for passengers, crew, company and the polar region itself.