A number of researchers and practitioners emphasize the potentials of creating value through sustainable business models. However, little attention has been paid as to how sustainable value is created and implemented into the organization and how sustainable value is perceived by the customers. This research gap is explored empirically through a case study of active facilitation and implementation of sustainable business models as experience internally and externally among two hotels’ employees and customers. The findings reveal different key control mechanisms in sustainable value creation and value capture through sustainable business models and sustainable service innovation. The managerial implications of creating and implementing sustainable business models in ways that are perceived sustainable by customer, stress the need for employee engagement, customer involvement, and targeted and personal communication educating internal and external sustainability ambassadors.