PurposeAmbidexterity refers to the ability to balance contradictory items and has been extensively described in relation to technological advancement in large-sized manufacturing firms. Few studies on hospitality and tourism firms have described the balancing of innovative developments, often focusing on the operational level of firms. Ambidexterity could though be understood also in dimensions of customer/market development and collaborative interaction. This paper describes and discusses ambidexterity in the dimensions of technological advancement, customer/market development and collaborative interaction in service firms to inspire this debate and bridge the gap between strategy and the service field.Design/methodology/approachA case study describing a service firm's 25-year development functions as the empirical source of inspiration to understand how service firms also in tourism and hospitality sectors would work with strategies and their developments related to technology, customers and collaboration. The case study is analysed using an activity-based time schedule to capture dimensions of ambidexterity and how they are linked to one another.FindingsThe findings indicate how the service firm balanced exploitation and exploration over time, rather than allowing such activities to occur simultaneously and in parallel. Generally, the firm only managed to explore in one dimension at the time.Originality/valueThe paper broadens the lens on ambidexterity to include collaboration and customer involvement and the link among the various dimensions of ambidexterity. It also discusses how ambidexterity in these dimensions may be handled by service firms so as to inspire strategic developments among tourism and hospitality firms.