Sustainable business operations of hospitality companies, as key stakeholders in hospitality and tourism services, are imperative for the survival and development of the hospitality and tourist sector. Sustainable initiatives of hospitality companies are the only instrument of achieving the sustainability of the hospitality or tourist system, the guarantor of social wealth and the keeper of natural wealth. Resources are scarce, and their use needs to be accessed responsibly and sustainably, i.e. increase long term positive effects and reduce negative effects in the long term. Achieving the viability of the business of hospitality companies, as the main provider of the hospitality and tourism sector, is possible by applying a model of vertical diversification of supply outside of accommodation tourist products as the basic economic variable that meets the demand with the potential of achieving higher rates of accommodation capacity accumulation. The model of vertical diversification of supply outside of accommodation tourist products has a prospect for hospitality businesses to make ecologically, economically and socially viable.