This research examines the relationship between innovative activities and sustainability-oriented innovation in companies in the accommodation, restaurant and food service sector. The research is quantitative and uses data from the Colombian Survey of Technological Development and Innovation in Services. The results indicate that innovative activities such as the acquisition of machinery and equipment are positively related to product innovation and process innovation, while training and coaching are related to process innovation in these innovative companies with a sustainability orientation. The research has theoretical implications since it allows us to understand the strategies and activities of companies in the accommodation, restaurant and food service sector, which lead to sustainability-oriented innovation. The research has practical implications for managers and administrators of companies in the accommodation, restaurant and food service sector who can take advantage of this knowledge about innovative activities to guide their companies towards sustainability-oriented innovation.