For most wineries the choice comes down to fit, not features. Tock suits paid, prepaid tastings and events. CellarPass is purpose-built for wine country and runs a winery directory. Resy and OpenTable bring restaurant-grade consumer discovery. Oxto adds taste-matched discovery that brings new guests, not only software to manage the ones you already booked.
Each platform earns its place for a different kind of winery. A tasting room that charges upfront and runs deposits leans one way. A small room that wants new visitors matched by taste and setting leans another. The honest answer depends on how you sell and who you are trying to reach.
This comparison uses verified 2026 pricing where it exists and stays qualitative where it does not. Where a platform does not publish rates, we say so rather than guess.
How do these platforms compare at a glance?
CellarPass and Tock are the two most wine-native options, CellarPass by design and Tock by its prepaid experience model. Resy and OpenTable lead on consumer discovery but frame everything as restaurant dining. Oxto is the discovery-native option: reservations and event ticketing in one, built to bring new taste-matched guests to wineries and independent hosts.
| Criteria | Oxto | Tock | Resy | OpenTable | CellarPass |
|---|---|---|---|---|---|
| Monthly cost (winery) | $125/mo | $199 to $699/mo | ~$249 to $899/mo (reported) | ~$149 to $499/mo (reported) | $0 to $799/mo |
| Per-booking fee | 1.5% per Oxto-sourced reservation | 2% on prepaid (Plus tier) | No per-cover fee | Up to $1.50 per cover | $0 to 3.75% (tier-dependent) |
| Who absorbs the fee | Winery | Winery | Winery | Winery | Often the guest |
| New-guest discovery | Taste-matched marketplace | Resy/Amex network | Large consumer app | Largest dining marketplace | Wine-country directory |
| Experiences and events | Yes, both | Yes, strong | Limited | Limited | Yes |
| Guest CRM + taste data | Built-in guest CRM | Reservation data | Restaurant CRM | Guest CRM | Winery guest data |
| Wine-specific fit | Wineries and hosts | Strong | Moderate | Weak to moderate | Purpose-built |
| Best for | New matched guests | Prepaid tastings | Winery restaurants | High-volume dining | Wine-country wineries |
Reported figures for Resy and OpenTable come from third-party 2026 write-ups, since neither publishes a simple public price grid. Verified numbers for Tock, CellarPass, and Oxto are current as of 2026.
How do the fees actually compare?
The market splits into two pricing philosophies. Tock and Resy charge a flat monthly subscription with no or low per-booking fees, which rewards high volume. Event-ticketing tools and CellarPass entry tiers charge little monthly but take a per-ticket cut. OpenTable sits in between with a subscription plus per-cover fees. Oxto blends a modest subscription with a small fee only on guests it sources.
Tock publishes Plus at $199 per month with an added 2% on prepaid reservations, and Pro at $699 per month with no prepaid fee. CellarPass runs from a $0 ticketing tier (guests pay $1.79 plus 3.75%) up to a $799 Enterprise plan with 0% transaction fees. Oxto for wineries is $125 per month plus 1.5% per Oxto-sourced reservation.
Watch who absorbs the fee. CellarPass entry tiers pass transaction costs to the guest, raising the price shown at checkout. Higher subscription tiers like Tock Pro and CellarPass Enterprise remove per-transaction fees for a larger fixed cost. Oxto charges the winery, not the guest, and only when Oxto brings the reservation.
Which is best for a small tasting room?
A small tasting room should weigh fixed cost against how many new guests it needs. If you already have steady demand and charge upfront, CellarPass entry tiers or Tock give you deposit control at a predictable price. If your gap is new visitors, a flat subscription only manages the guests you already have. That is where a discovery marketplace changes the math.
CellarPass is the safest wine-native default for a small room. It is purpose-built, offers a free entry tier where the guest absorbs fees, and runs a directory in Napa, Sonoma, and other wine-country markets. The trade-off is guest-paid fees that raise the checkout price and a smaller consumer brand outside wine country.
Oxto fits the small room whose real problem is filling mid-week slots with the right people. It brings guests matched by taste and atmosphere, ties reservations and event tickets together, and pays out to your own bank. For independent hosts and operators it is free to list, and Oxto Reserve is either $29 per month or $299 per year, or free with a 3% ticket fee.
Tock vs Resy: which suits a winery?
Tock is the stronger winery fit. It was built around prepaid tastings, deposits, and ticketed experiences, and it markets a dedicated winery package. Resy is reservation-and-restaurant-first: strong table and waitlist management with a large Amex consumer audience, but no native model for prepaid tastings, wine clubs, or direct-to-consumer data.
American Express now owns both, and in 2026 Resy began aggregating Tock’s restaurant, winery, and experience inventory into the Resy app. That concentrates premium discovery under one owner and can extend a winery’s reach. Resy’s own pricing is not clearly published; third-party 2026 sources report roughly $249 to $899 per month with no per-cover fee.
Choose Tock if you sell seated, paid experiences and want deposit and cancellation control. Choose Resy mainly if you run a winery restaurant and want its consumer app and cardholder audience. Neither is a wine-club or DTC system, so many wineries end up stitching multiple tools together.
OpenTable vs Tock for a tasting room?
Tock fits tasting rooms better than OpenTable. OpenTable is optimized for high-volume restaurant covers and its discovery marketplace, and it charges per-cover fees that scale with volume. Third-party 2026 reports put OpenTable around $149 to $499 per month with cover fees up to $1.50, versus Tock’s flat subscription built for prepaid experiences.
OpenTable’s real strength is reach. It runs the largest consumer reservation marketplace with mature table, waitlist, and guest CRM tooling, and its Pro tier removes cover fees on direct bookings. For a winery restaurant chasing dining volume, that discovery is genuine. For a room selling paid tastings and events, the per-cover model and restaurant framing fit poorly.
If your product is experiences rather than covers, Tock’s prepaid model maps more cleanly. If your product is a busy on-site restaurant, OpenTable’s marketplace is hard to match. Oxto differs from both by matching new guests to your experiences on taste, not by charging per head to manage existing demand.
Where does Oxto fit against these tools?
Oxto is the discovery-native option. Most of these platforms are software to manage the guests you already have. Oxto is also a marketplace that brings new guests matched by taste and atmosphere, and it lists independent hosts and experiences no other platform covers, from sommeliers to chefs to guides running winemaker dinners and pop-ups.
- Reservations and event ticketing in one system, on Oxto and through an embeddable booking widget
- Party sizes, tiered and per-experience pricing, deposits, and split payments
- Guest taste intelligence that travels with each booking
- Coverage for wineries and independent operators, not only restaurants
- Payouts to your own bank, guests always free
Oxto includes a built-in guest CRM and guest intelligence, taste profiles and visit history that travel with every booking, though SevenRooms goes deeper on enterprise marketing automation and Tripleseat on private-event sales. Oxto is newer than the incumbents, and its edge is specific: taste-matched discovery that fills seats with the right people, plus reservations, in-person event ticketing, and guest CRM in one system, at winery pricing of $125 per month plus 1.5% per Oxto-sourced reservation. It runs on web and iOS.
Frequently asked questions
Is Tock or CellarPass better for a winery?
CellarPass is purpose-built for wineries, with a free entry tier and a wine-country directory, though guests often absorb the fees. Tock fits wineries that sell prepaid, ticketed tastings and want deposit control, at $199 to $699 per month. Choose CellarPass for wine-native discovery, Tock for prepaid experience management.
Does OpenTable charge wineries per reservation?
Yes, on most plans. Third-party 2026 reports put OpenTable’s cover fees up to $1.50 per guest on network bookings, on top of a monthly subscription reported around $149 to $499. The Pro tier removes cover fees on direct bookings but keeps them on OpenTable-network diners, so costs scale with volume.
Which platform brings in new winery guests?
Resy and OpenTable offer large restaurant-focused consumer marketplaces, and CellarPass runs a wine-country directory. Oxto is discovery-native, matching new guests to your experiences by taste and atmosphere rather than only managing guests you already booked. It also lists independent hosts and experiences the restaurant platforms do not cover.
How much does Oxto Reserve cost a winery?
Oxto Reserve for wineries is $125 per month plus 1.5% per Oxto-sourced reservation, and the winery absorbs that fee rather than the guest. Guests are always free. Independent hosts and operators join and list free, with Oxto Reserve at either $29 per month or $299 per year, or free with a 3% fee per ticket sold.
Do these platforms handle winery events, not only tastings?
Tock, CellarPass, and Oxto handle both reservations and ticketed events like winemaker dinners and pop-ups. Resy and OpenTable are reservation-first with limited event tooling. Oxto combines reservations and event ticketing in one system with party sizes, tiered pricing, deposits, and split payments, plus guest taste data on every booking.
Can I use one platform for reservations, events, and guest data?
Few tools cover all three natively. Event-ticketing platforms rarely handle tasting reservations or guest data, so wineries often stitch systems together. Oxto keeps reservations, event ticketing, and taste intelligence in one place, though larger operations may still add a dedicated CRM like SevenRooms or a private-events tool like Tripleseat.
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