The supply chain management of cruise ship can be defined as: the timely coordination of supply in anticipation of a demand in support to service delivery excellence. As a senior purchasing manager explains, ‘‘The nature of the cruise business is to truly offer a unique and high value vacation opportunity to guests. On the supply chain side, we make sure that we’re in a position to deal with the complicated logistical support required to ensure that our business model is delivered’’. Once onboard, this philosophy carries on in the same spirit. In this service driven environment, it is seen by supply chain managers as difficult to gain understanding and recognition from other departments. As explained by this senior logistics manager, ‘‘It’s difficult for people to understand logistics because we are focused on the guest experience’’. As a recently hired logistics manager coming from another industry explains, ‘‘I think it’s the way we think of the supply chain as a whole in this organization as a supporting mechanism to guest satisfaction. I think a lot of people don’t realize supply chain is not a supporting mechanism in the organization. It’s the driver of the organization. It’s the driver of guest satisfaction. It’s not just a support team’’. Hence, there is a constant effort to be made for the supply chain to be recognized as an equal driver or partner in vacation excellence. First hand, it seems that the notion of supply chain as a core function is more engrained in a traditional manufacturing setting and that service supply chain managers will need sustained efforts in growing recognition for the department.