Top 10 Complaints Guests Make When Booking via Tock (2025)

Many wine lovers now book tastings and experiences through platforms like Tock—but guest feedback reveals consistent frustrations. Understanding these complaints can help travelers plan smarter and wineries improve their booking processes. Here are the top ten complaints from guests using Tock:

1. Forced Prepayment or Credit‑Card Holds

Guests often dislike having to pay in full—or place a deposit—weeks before their visit. This adds friction and can cause some to abandon their booking. Since Tock's business model is to get a percentage of pre-paid tastings, their platform encourages the pre-paid tasting fee model.

“It looks like all the wineries that are on Tock you have to prepay for your reservation. Is there any way around this?” — Reddit user

Why it matters: Wine tourism thrives on spontaneity. Mandatory prepayment discourages casual visitors and discourages guests bringing friends.

2. Confusing Booking Flow

Multiple reviews note that Tock’s interface can be confusing or inconsistent, with unclear cancellation policies.

“I attempted to contact Tock… zero chance of reaching customer service.” — Trustpilot review

Why it matters: A confusing checkout experience creates friction before the first pour. CellarPass is happy to connect with guests and provide assistance wherever we can.

3. Mandatory Account Creation & Data Concerns

Guests dislike being forced to create accounts and worry about how their personal data will be used.

“After making a reservation I have been receiving non-stop scam / spam calls.” — Trustpilot review

Why it matters: Guests want to engage with the winery—not feel like they are giving data to a third-party platform.

4. Lack of Flexibility for Walk‑ins or Group Changes

Tock’s rigid reservation system makes it hard to accommodate last-minute changes or walk-ins.

“Mandatory account creation and upfront payment… This added friction is a major cause of booking abandonment.” — Texas Hill Country TR Manager

Why it matters: Wine tourists often travel with flexible schedules. Rigidity can turn them away.

5. Confusing or Strict Cancellation Policies

Guests sometimes experience frustration over cancellations, partial refunds, or deposits that are nonrefundable.

“Kept my reservation deposit despite me fulfilling the booking … TERRIBLE service. Avoid.” — Trustpilot

Why it matters: Travel plans change; unclear policies can create guest dissatisfaction.

6. Misleading Availability

Some users report booking a slot that later isn’t honored, either due to overbooking or system errors.

“I made a reservation … I received no confirmation … so I rang the winery and they had no booking.” — Reddit user

Why it matters: Miscommunications around reservations can damage trust and the winery’s reputation.

7. Hidden Fees or Surprises

Guests occasionally encounter unexpected charges or fees when booking via Tock.

“You want me to pay to make a reservation? It turned a 2-minute task into a 30-minute one- and above that charged a convenience fee.” — Trustpilot review

Why it matters: Transparency is critical to maintain a positive guest experience.

8. Inconsistent Winery Information

Guests report that listings often show outdated menus, incorrect tasting options, or missing photos.

“I booked a tasting expecting one experience, but the winery had changed everything.” — Yelp review

When content isn’t accurate, guests feel misled before they even arrive. CellarPass secret shops their properties often to verify quality service and accurate information.

9. Impersonal Experience

Tock’s platform feel can make a winery visit seem transactional rather than personal.

“Was in Napa and after walking into the property, I got a "welcome message" from Tock. I didn't ask for this account and there was no easy way to request for it to be deleted.” — Reddit user

Why it matters: Wine tourism thrives on unique, memorable experiences—an impersonal booking system undermines that.

10. Data Safety Concerns

Guests worry about the handling of personal and payment data, including for group reservations.

“My credit card info was stolen. Used Tock … 4 days later I received notifications for charges I didn’t make.” — Trustpilot review

Why it matters: Perceived security risks can discourage future bookings.

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How CellarPass Addresses These Guest Complaints

While Tock can be effective for some wineries, CellarPass has built its platform with wine tourism in mind:

• Flexible reservations & walk-ins: Guests can secure tastings but also have room for spontaneity.
• Transparent pricing & deposits: Clear fees and upfront information reduce surprises.
• Direct winery engagement: Guest data is shared with the winery, enhancing personal service.
• Streamlined communication: Automatic reminders and confirmations keep guests informed.
• No unnecessary friction: No mandatory accounts or overly rigid prepayment policies.

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Bottom Line

For wine country visitors, the reservation experience can make or break a visit. While Tock has witnessed adoption, guest complaints reveal friction points that affect spontaneity, flexibility, and trust. Platforms like CellarPass are designed with wine travelers in mind, keeping the experience simple, transparent, and personalized from booking to tasting.