Hotels need to achieve sustainable development without generating significant environmental problems. Green organizational policies, programs and operating agendas can respond to this challenge. The present study investigates the relationship among strategic objectives, operations management, and firm performance in the hotel industry. This study finds that: (1) hotels with conventional management focus on short-term profitability; (2) the learning efforts of green management can improve cost saving, employee loyalty, and customer retention, and help to meet short term operational targets; (3) hotels with green management can establish better networks with other stakeholders, and exhibit improved social responsibility and good reputations; (4) the learning effects of conventional management on performance are obscure in the short and long run. The value of this paper is the identification, prioritization, and validation of green management practices, which influence firm performance in the hotel industry. The presented model offers useful insights on how hotels should strategically link their strategic objectives to support their green practices necessary for competitive advantage. (C) 2017 Elsevier Ltd. All rights reserved.