Beach, ClaireLee, Michael SWChen, Sitong MichelleStarr, Richard2026-04-242026-04-242026-03-18Journal of Hospitality and Tourism Management, Volume 67, June 2026, 101436. ISSN: 1447-6770 (Print). doi: 10.1016/j.jhtm.2026.1014361447-6770http://hdl.handle.net/10292/20981Tourism firms face increasing pressure to reduce environmental and social impacts while remaining profitable. Although research on sustainable transitions in tourism has provided valuable case studies and industry overviews, firm-level implementation remains underexplored. This study uses a multiple case study design, combining semi-structured interviews and transitions mapping. Theoretically, this research contributes to the literature by developing a process-based model that shows how sustainable transitions unfold in tourism firms, through three iterative stages: consideration and implementation, to integration and alignment, and collaboration and advocacy. The model illustrates the non-linear and iterative nature of sustainable transitions, showing how firms progress, stall, and regress, clarifying how micro-level processes within firms shape broader industry change. In addition, this research offers practical insights for managers, industry bodies, and policymakers. For managers, establishing baseline measurements (e.g., energy and water usage) can help prioritise initiatives and reduce decision paralysis in the consideration stage. Future research should adopt a multi-level perspective incorporating additional stakeholders, such as policymakers and consumers, and extend the analysis across national contexts to capture the systemic complexity of implementing sustainable transitions and refine the transferability of the proposed model.© 2026 The Authors. This is an open access article distributed under the terms of the Creative Commons CC-BY license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.https://creativecommons.org/licenses/by/4.0/1504 Commercial Services1506 Tourism3504 Commercial services3508 TourismSustainable transitionsTransitions mappingTourismJournal ArticleOpenAccess10.1016/j.jhtm.2026.101436