This research aims to investigate the relationship between Sustainable Business Model Innovation and Customer's Stigma ,this relationship in the field of hospitality which is applied at 5-Stars Hotels in Egypt. The Research adopted the philosophy of positivism, the deductive approach, and the method of quantitative analysis as the research methodology. The instrument utilized for data collection was the questionnaire. Consequently, 384 usable questionnaires were collected electronically through social media channels from customers of 5-Stars Hotels in Egypt. In addition, analyzing the characteristics of the respondents and then the measurement model and structural model are also discussed. Finally, structure equation modeling with AMOS 26 is used to examine the hypothesized causal relationships.  The findings reveal that there is significant positive relationship between the research variables (sustainable business model innovation and Customer's Stigma).  In addition, this research also has significant practical implications and guidelines for managers, employees and customer of 5-star hotels, and theoretical implications for researchers who are interested in research variables.