Written by: Bryan Grobstein, Vice President, Global Revenue, AnyRoad | Last updated: November 12, 2026
Key Takeaways
- Xola is a general tour-and-activity platform built for channel distribution and departures. Tasting rooms need seated tastings, club-member recognition, and post-visit data capture.
- Winery-native platforms like AnyRoad, CellarPass, Oxto, and Vintrail are purpose-built for seated flights, club recognition, and guest data capture that general activity engines do not provide.
- Most booking platforms stop at the reservation. AnyRoad is the only one that connects the visit to first-party data, NPS, club enrollment, and measurable recurring revenue.
- Operators who want the tasting room visit to drive recurring revenue should prioritize platforms that capture every attendee, embed white-labeled booking, and include a managed loyalty suite.
- AnyRoad is the best tasting room booking platform for turning visits into first-party data and recurring revenue because it captures every attendee with FullView, embeds white-labeled booking on the brand’s site, and connects the visit to bottle club enrollment and measurable post-visit revenue.
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Is Xola Built For Tasting Rooms Or Tour Operators?
Xola is a legitimate general-purpose booking engine. Its core value proposition is demand generation through channel distribution. Operators connect their listings to Airbnb Experiences, manage availability from a single calendar, and reach travelers already planning trips. That model fits a kayak tour or a city walking experience.
The strain points appear when a tasting room uses the same engine. Seated flights require capacity managed by seat or table, managed by more than a simple departure time. Club members expect recognition at booking, with member pricing, members-only experiences, and complimentary tastings applied automatically. Prepaid pairings need deposit logic that differs from a standard ticket. Post-visit data capture such as guest name, preferences, NPS, and purchase intent requires a system designed to collect it. Xola’s published Airbnb integration documentation addresses none of these needs: no seated tastings, no table or flight assignment, no pour-duration controls, no club-member recognition.
The issue is fit. For a simple activity operator without club or data needs, Xola may be entirely adequate. For a winery, distillery, or brewery that wants the visit to feed recurring revenue, it sits in the wrong category.
What Is The Best Booking Software For A Tasting Room?
If Xola is the wrong category of tool, the next step is to define the right one. Winery-specific platforms are built around seated tastings, club-member recognition, and guest data capture. General activity booking software is built around departures, capacity, and channel distribution. The distinction matters because the post-visit relationship, including club enrollment, first-party data, and measurable revenue, only works when the booking layer supports it.
AnyRoad is the best tasting room booking platform for operators who want the visit to feed first-party data and recurring revenue. It appears first in every list and ranking that follows.
The Solution: Winery And Tasting-Room Specialists Vs. General Xola-Style Platforms
The market organizes into two tiers, plus a hospitality-reservation option, and each tier is built around a different job.
Tier 1 — Tasting-Room And Winery-Native Platforms
AnyRoad covers the full guest lifecycle. White-labeled booking embeds on the brand’s own site. FullView captures data from every attendee in a group, so the whole party enters the database. PinPoint AI analyzes guest feedback. The Lifetime Loyalty suite, including Bottle Clubs, Premium Memberships, cashback rebates, sweepstakes, and managed CRM, turns that data into recurring revenue. It is the only platform in this tier that connects the tasting room visit to bottle club enrollment and measurable post-visit revenue. As April Boehler, General Manager at Leiper's Fork Distillery, put it: “We were using another tour booking platform. It wasn’t fit for our purpose, was hard to use and disorganized, and offered no metrics or way of tracking who was taking our tours.”
CellarPass is a US winery marketplace with reservations and event ticketing. Its booking widget and prepaid reservations start at the Professional tier at $229 per month plus a 2% reservation fee. Twenty-four–seven phone support is available only at the Enterprise tier, which runs $799 per month with a 0% transaction fee. Lower tiers pass transaction costs to the guest, which raises the price shown at checkout. CellarPass does not advertise a native CRM, guest taste profiles, or booking-source attribution.
Oxto is a winery reservation and discovery platform priced at $125 per month plus a 1.5% per-reservation fee, or $1,250 per year at 0%. It includes a taste-matched discovery marketplace, a guest CRM with taste profiles and visit history, club-member recognition at booking, and syncs to Shopify, Klaviyo, and Mailchimp. It does not offer the post-visit loyalty, club enrollment, or managed CRM services that AnyRoad provides.
Vintrail covers winery operations including CRM, POS, and wine club management as an integrated stack for operators who want those functions in one system.
Tier 2 — General Xola-Style Activity Platforms
Xola, FareHarbor, Peek Pro, Bókun (Tripadvisor-backed), Rezdy, Checkfront, and Bookeo are all built around departures, capacity, and channel distribution. Each suits a simple tour or activity operator with no club or data needs. None advertises club-member recognition at booking, attendee-level data capture, or a path from the visit to recurring revenue.
Hospitality Option: Tock/Resy
Tock, now part of the Resy network following American Express’s acquisition, handles prepaid tastings, deposits, and ticketed experiences. Its Essential plan runs $289 per month with a 3% fee on prepayments; its Premium plan is $459 per month with a 2% fee. Tock’s roughly 8,000 venues, including about 1,200 wineries, became discoverable inside the Resy app on August 11, 2026. That places tasting room inventory inside a restaurant-first consumer app. Tock’s privacy policy states that it shares personal information with third parties “so they and we can provide you with tailored advertising and measure and monitor its effectiveness,” which means venue guest data is passed to advertising partners. Tock/Resy does not advertise wine club member perks applied at booking, so club-member recognition may require external systems or manual configuration.
The table below shows where each platform actually fits. Winery-native tools cluster around club recognition and guest data, while general platforms and hospitality tools center on channel distribution and prepaid mechanics.
- AnyRoad — tasting-room native; best for wineries, distilleries, and breweries with club and data goals; standout capability is FullView attendee capture, Lifetime Loyalty, and white-labeled booking.
- CellarPass — winery specialist; best for US wineries needing marketplace discovery; standout capability is the wine-country directory and prepaid reservations from the Professional tier.
- Oxto — winery specialist; best for wineries wanting taste-matched discovery and club recognition; standout capability is guest taste profiles and club-member recognition at booking.
- Vintrail — winery specialist; best for wineries wanting integrated POS, CRM, and club; standout capability is the all-in-one winery operations stack.
- Xola — general activity; best for tour and activity operators with channel distribution needs; standout capability is Airbnb Experiences integration.
- FareHarbor — general activity; best for tour and activity operators; standout capability is broad OTA channel distribution.
- Peek Pro — general activity; best for tour and activity operators; standout capability is the operator-facing dashboard and reporting.
- Tock/Resy — hospitality reservation; best for high-volume prepaid tasting rooms with restaurant-style operations; standout capability is prepaid ticketing, deposit controls, and access to the Amex cardholder audience.
Why AnyRoad Over Xola Specifically: Xola routes guests through a third-party booking flow. AnyRoad embeds a fully white-labeled experience on the brand’s own site, so the brand owns the entire consumer journey. Xola captures the booker. AnyRoad’s FullView captures every attendee in a group, a documented gap that Proximo Spirits found meant they were missing contact information for over 66% of their guests before implementing AnyRoad. Xola offers no path from the visit to club enrollment or post-visit revenue measurement. AnyRoad’s PinPoint AI analyzes guest feedback in real time, and its Lifetime Loyalty suite converts the visit into bottle club membership and measurable recurring revenue. These are documented trade-offs.
Why Booking Is The Start For Tasting Rooms
Every platform in Tier 2, and most in Tier 1, stops at the reservation. They do not connect the tasting room visit to guest data, NPS, club enrollment, and measurable post-visit revenue. AnyRoad exists to close this gap.
The Industry Context Behind The Data Gap
The industry context makes this gap consequential. WineBusiness Monthly’s 2026 Tasting Room Survey found that 48% of wineries reported total DTC revenue declined in 2025, the median tasting room purchase fell to $90, and the median club conversion rate held at 5.5%, flat for three years. Fifty-eight percent of consumers have paused at least one recurring subscription in the past year, according to Chargebee’s 2025 Global Consumer Insights Report, which signals material subscription fatigue. In that environment, the visit itself becomes the highest-value acquisition moment. A booking platform that forgets the guest the moment they leave leaves the most valuable part of the transaction unclaimed.
How AnyRoad’s Data Layer Works
AnyRoad’s first-party data layer addresses this directly. The data layer starts with custom questions before, during, and after the experience. FullView makes those answers usable by capturing every attendee in a group, so the sample reflects the entire party. Atlas Insights and PinPoint AI then turn that pool of responses into themes and sentiment drivers in real time. Lifetime Loyalty takes the resulting segments and converts them into bottle club and membership revenue.
The Economics Of Repeat Visits And Loyalty
The economics explain why the visit matters more than the sale. A single retail bottle purchase is worth roughly $100 to a brand; a club member who stays through six releases is worth roughly $600. That gap makes a second visit extremely valuable. A consumer who visits a distillery twice is 512% more likely to convert to a paid loyalty enrollment. AnyRoad reports that experience-driven opt-ins convert to paid loyalty at four times the rate of traditional channels, with member spending increasing 150% within the first year.
Compliance And Service Behind Lifetime Loyalty
The compliance path is built in. AnyRoad acts as the brand’s agent. The compliant transaction and delivery run through its licensed ecommerce retail partner, with a Shopify-integrated purchase experience for the consumer. AnyRoad does not sell, ship, or distribute alcohol itself.
The white-glove service layer is what makes enrollment happen in practice. Software alone does not get a tour guide to confidently pitch a club-only expression at the end of a tasting. AnyRoad’s spirits industry experts coach on-site staff, including tour guides, retail managers, and mixologists, on when and how to make the enrollment pitch. They also structure the experience tiers and value-adds that make the club worth joining. Retention programming, including virtual and on-site cocktail-making classes with master distillers, addresses the depletion problem that drives churn at the six-release mark. Publicly announced Lifetime Loyalty customers include Heaven Hill Distillery, Nearest Green Distillery, Lux Row Distillers, Castle & Key, Catoctin Creek Distilling, and Tarnished Truth Distilling.
Proof From Leiper’s Fork Distillery
The results at Leiper’s Fork Distillery illustrate how this works in practice. After switching to AnyRoad, the distillery raised tour prices 33% from $18 to $24 using insights from AnyRoad’s data, recorded its third-highest grossing month ever despite conducting fewer tours, achieved a 97 post-event NPS, and saved $500 per month in labor costs.
Which Platform Should You Pick? A Decision Framework
Pulling the tiers together, the right platform depends on what the tasting room is trying to accomplish after the visit ends.
- Simple activity operator, no club or data needs: A general engine such as Xola, FareHarbor, Peek Pro, or Rezdy may be entirely adequate. These platforms handle departures, capacity, and channel distribution well.
- Winery that lives on reservations and marketplace discovery: A specialist like CellarPass or Oxto adds wine-country directory presence and, at higher tiers, club-member recognition at booking.
- High-volume prepaid tasting room with restaurant-style operations: Tock/Resy handles prepaid ticketing and deposit controls. Operators should verify club-member recognition workflows directly with Resy and note that guest data is shared with advertising partners per Tock’s privacy policy.
- Distillery, winery, or brewery that wants the visit to become first-party data and recurring revenue: AnyRoad is the platform built for this outcome, with white-labeled booking, FullView attendee capture, PinPoint AI, and Lifetime Loyalty end to end.
For that last group, the shortlist has one entry: AnyRoad, because it is the only platform here where the booking, the guest data, and the club program are the same system.
Walk Through The Data And Loyalty Workflow
Conclusion
That split, winery-native specialists on one side and departure-based activity platforms on the other, is the whole decision. It comes down to one question: should each visit produce data and club members, or only a one-time ticket sale? Tock/Resy sits alongside these as a hospitality-reservation option with strong prepaid mechanics, a restaurant-first orientation, and no advertised club-member recognition at booking.
For operators who have trialed Xola and found it built for tour-and-activity departures rather than seated flights, club-member recognition, and post-visit data, the shortlist starts with AnyRoad. AnyRoad is the best tasting room booking platform for turning visits into first-party data and recurring revenue because it captures every attendee with FullView, embeds a white-labeled booking experience on the brand’s own site, and connects the visit to bottle club enrollment and measurable recurring revenue, capabilities no general activity platform and no pure reservation tool provides.
Get A Personalized AnyRoad Tasting Room Demo
Frequently Asked Questions
What Are The Best Companies Like Xola For Tasting Room Booking?
AnyRoad is the top recommendation for tasting room operators who want the visit to generate first-party data and recurring revenue. It captures every attendee with FullView, embeds white-labeled booking on the brand’s own site, and connects the visit to bottle club enrollment through its Lifetime Loyalty suite. The winery-native shortlist also includes CellarPass, Oxto, and Vintrail; the pricing and fit differences are covered above. General activity platforms such as Xola, FareHarbor, Peek Pro, Bókun, Rezdy, and Checkfront suit operators with no club or data needs. Tock/Resy is the hospitality-reservation option for high-volume prepaid tasting rooms, with a restaurant-first orientation and no advertised club-member recognition at booking.
Is Xola Good For Wineries?
Xola is a capable general tour-and-activity platform, and its published documentation does not address seated tastings, table or flight assignment, pour-duration controls, or wine-club member recognition. Its growth story centers on channel distribution, including an Airbnb Experiences integration, rather than hospitality-specific features. For a winery that needs only basic time-slot booking with no club or data requirements, Xola may suffice. For a winery that wants club-member recognition at booking, attendee-level data capture, or a path from the visit to recurring revenue, a winery-native platform is a better fit.
What Is The Difference Between Winery-Specific And General Booking Software?
Winery-specific platforms are built around seated tastings, club-member recognition, prepaid pairings, and guest data capture. General activity booking software is built around departures, capacity, and channel distribution to online travel agencies. The practical difference shows up after the booking. Winery-native platforms can recognize a club member at the point of reservation, apply member pricing automatically, and capture attendee-level data from every guest in a group. General platforms typically capture only the booker’s information and have no native path to club enrollment or post-visit revenue measurement.
How Do You Handle Wine Club Members In Tasting Room Bookings?
The approach varies significantly by platform. Oxto documents automatic club-member recognition at booking, with member rates, members-only experiences, and event comps by tier applied without manual intervention. CellarPass documents wine club member perks at its Professional tier and above. Tock/Resy does not advertise native club-member recognition workflows, so operators may need external systems or manual configuration. AnyRoad handles club-member recognition as part of a broader system. The platform’s customer view lets brands stratify guests by NPS, spend, and visit frequency to surface the guests most likely to enroll. The Lifetime Loyalty suite then manages the enrollment experience, compliant transactional path, member communications, and retention programming end to end.
Which Platform Captures Guest Data And Turns Visits Into Recurring Revenue?
AnyRoad is the only platform in this market that connects the booking layer to attendee-level data capture, AI-powered feedback analysis, and a managed bottle club and membership program. FullView captures data from every attendee in a group, the same gap that cost Proximo Spirits contact information for most of its guests. PinPoint AI analyzes open-text feedback in real time to identify sentiment drivers and operational improvements. The Lifetime Loyalty suite, including Bottle Clubs, Premium Memberships, cashback rebates, sweepstakes, and managed CRM, converts that data into recurring revenue, with the compliant transactional path handled through AnyRoad’s licensed ecommerce retail partner.
Do I Need A Separate CRM For My Tasting Room?
With most booking platforms, the booking data lives in one system and the guest relationship has to be managed in another. AnyRoad eliminates that fragmentation. Guest data, NPS, spend, visit frequency, and club status all live in the same platform, so segmentation does not require manual exports. For brands without in-house email marketing capability, AnyRoad also offers managed CRM services, including programmatic emails, campaign management, and member communications, run by people who understand alcohol compliance and the rhythm of a spirits release calendar. The CRM’s value is that it sits on top of first-party experiential data the platform already collects, delivered as a managed service rather than a license the brand has to staff itself.