Hospitality is the main industry in the service sector in Spain, contributing to more than 10% of the gross domestic product and
approximately 12% of all employees. Firms in this industry are beginning to adopt eco-innovations to reduce their environmental
impact and optimize the use of natural resources. However, most companies do not have the necessary resources to tackle ecoinnovation
on their own and need to cooperate with different agents. The purpose of this paper is to examine how open
innovation activities can be a source of green innovation in the hospitality industry in Spain. This study contributes to the
literature on both open innovation and eco-innovation by focusing on the relationship between a firm’s green orientation and its
interactions with stakeholders. We develop a model to assess how a firm’s relationships with its clients, suppliers, competitors,
and research institutions influence its environmental orientation. We propose that the depth and breadth of relationships with
stakeholders positively influence the development of eco-innovations. We test our model with a sample of 189 firms from the
Technological Innovation Panel (PITEC) database. The empirical analysis reveals that the benefits derived from these
relationships follow an inverted U-shaped curve.