Abstract This paper explores the potential contribution of RFID and other technologies to the efficiency of a cruise corporation's service supply chain. It also provides an analysis of processes that are required in that supply chain. The main findings of the research are that RFID cannot achieve direct gains significant enough on a pallet-level-tagging deployment to justify the expenditure. However, a case-level-tagging deployment could be feasible under certain conditions. The study shows that contrary to current beliefs in the literature, density of flow of goods and not the scale of operations, determines whether a good return on investment is achievable.