The sociology of professions has begun to study how digital platforms impact the status and skills of professionals. Our article expands on this line of research by exploring how platforms challenge professions and how professionals react by advocating different types of professionalism. Based on a case study of hoteliers in Switzerland, we look at how the rise of online travel agencies (OTAs) has affected this professional group. Drawing on an analysis of data gathered through interviews with hoteliers (owners, managers, representatives of associations), our findings identify divergent responses to how platforms have undermined the jurisdiction built up by hoteliers. They highlight impacts on the capacity for self-regulation and customer service skills. The article contributes to the literature by showing that platforms foster divisions within occupational groups. Some members use platform tools because they fit their model of management-oriented professionalism. Others distance themselves from them, adopting a defensive professionalism.