This study explores how different stages of change management affect the 
performance of category A travel agencies transitioning to green practices. 
While previous research has examined the link between change management 
and performance, this study focuses on the specific impacts of sequential 
change management phases, especially within the context of eco-friendly 
shifts in travel agencies. This study depends on quantitative research 
techniques through using an online questionnaire disseminated to a target 
sample of 120 travel agencies category A operating in Cairo governorate,
Egypt from February 2024 to March 2024 with 98 respondents representing 
88% of the target sample. The study finds that primary motivations for 
adopting green changes include seeking competitive advantage, 
governmental incentives, following trends, and sustainability commitments. 
Pearson correlation analysis reveals positive relationships between change 
management phases and performance effectiveness, with change 
formulation showing the strongest correlation. Multiple regression analysis 
confirms the significant impact of each phase on performance, with change 
formulation being the most robust predictor. Various outcomes in this 
context are identified: change implementation and change evaluation are 
crucial for success, change formulation and change implementation are 
essential for organizational goals, cost-effectiveness depends on 
implementation, and creativity is influenced by change formulation and 
implementation. Sustainability efforts are driven by change formulation and 
learning. Implications include prioritizing formulation, focusing 
strategically on implementation, improving learning opportunities, 
addressing evaluation challenges, and embracing a comprehensive change 
management approach. These insights offer valuable guidance for travel 
agencies aiming to transition toward sustainability.