Holland, Michigan Short-Term Rental Market
Holland, MI STRs averaged $282/night at 40.0% occupancy in April 2026, with a summer peak reaching 77.3% in July.
Quick Answer: Holland, Michigan is an active short-term rental market. average occupancy is 66%. average monthly revenue is $7,737. average daily rate is $492. the top operator is Jaqua Realtors with 261 listings. market score is 77/100 (grade B).
Market data reflects the Michigan West Coastal regional market, which includes Holland. Regulations, taxes, and permit details below are specific to Holland.
Market Score Breakdown
Five dimensions Apivex evaluates per market.
Market Overview
Holland is a Lake Michigan shoreline city in Ottawa County, Michigan, best known for its Dutch heritage and the annual Tulip Time Festival, which drew approximately 900,000 to 976,000 attendees in recent years. The STR market here reflects that event-driven demand base, with a sharp summer concentration that distinguishes it from many year-round resort markets.
As of April 2026, Holland STRs posted an average daily rate of $282 and an occupancy rate of 40.0%, producing a RevPAR of $113. Year over year, occupancy improved by 3.9 percentage points, ADR rose 7.5%, and revenue grew 2.1%, a broadly positive trend across all three headline metrics.
The market inventory totals roughly 8,243 active listings, almost entirely entire-place stays at 7,953 units (96%). Private rooms account for 290 listings. The bedroom mix is well-distributed, with 3-bedroom units most common at 2,180, followed by 2-bedroom at 1,922, 1-bedroom at 1,487, 4-bedroom at 1,448, and 5-bedroom at 1,200. Larger homes are a meaningful share, reflecting demand for group beach rentals. On the channel side, 4,631 listings appear on both Airbnb and VRBO, 2,343 are Airbnb-only, and 1,269 are VRBO-only.
Seasonal Patterns
| Month | Occupancy | ADR | Revenue |
|---|---|---|---|
| Jan | 30% | $260 | $2,214 |
| Feb | 36% | $252 | $2,183 |
| Mar | 41% | $249 | $2,479 |
| Apr | 40% | $266 | $2,448 |
| May | 49% | $318 | $3,104 |
| Jun | 63% | $392 | $5,599 |
| Jul | 77% | $389 | $7,507 |
| Aug | 68% | $388 | $6,895 |
| Sep | 42% | $340 | $3,855 |
| Oct | 38% | $293 | $3,172 |
| Nov | 30% | $278 | $2,455 |
| Dec | 35% | $279 | $2,446 |
Top Short-Term Rental Operators in Holland
Ranked by total active listings. Useful for understanding the competitive landscape.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Jaqua Realtors | 261 | 5,161 | ★ 4.72 |
| 2 | Evolve | 182 | 8,064 | ★ 4.66 |
| 3 | Vacasa | 175 | 7,412 | ★ 4.57 |
| 4 | Unsalted Vacations | 129 | 2,715 | ★ 4.73 |
| 5 | Bluefish Vacation Rentals | 112 | 2,880 | ★ 4.75 |
What Kind of STR Should I Buy in Holland?
Revenue and pricing by property type, tier, and bedroom count.
Revenue by Bedroom Count
| 1 bed | 1,487 |
| 2 bed | 1,922 |
| 3 bed | 2,180 |
| 4 bed | 1,448 |
| 5 bed | 1,200 |
ADR by Property Tier
| Entire Home | $499 |
| Luxury | $827 |
| Professionally Managed | $616 |
Revenue by Dwelling Type
| Apartment | $5,059 |
| Entire Place | $7,874 |
| House | $8,516 |
Booking Channel Mix
Distribution of bookings across major STR platforms.
| Channel | Share |
|---|---|
| airbnb | 28.4% |
| vrbo | 15.4% |
| both | 56.2% |
Investment Analysis
Holland’s investment profile is defined by a high peak season and a regulatory environment that materially limits new investor supply in residential zones. The investor-owned STR cap in residential zoning is set at 25 units citywide and is currently reported as full, meaning new purchases in single-family residential zones cannot obtain a certificate of compliance as investor-owned rentals at this time.
This supply constraint has a measurable pricing effect. The all-listings ADR of $282 in April 2026 compares to $284 for entire-home listings, $351 for professionally managed units, and $565 for the luxury tier. The professionally managed premium of $69 per night above the market average (24.5%) is significant and reflects the upside available to high-investment operators.
Annualized at the April 2026 monthly revenue of approximately $2,613, a typical listing projects to roughly $31,356 per year. Housing data is not available in the current snapshot, so a gross yield figure cannot be calculated here. The market investability score is 94.7 out of 100, the highest among active scores in the dataset, and the revenue growth score is 94.4, both pointing to strong structural demand signals despite the supply restrictions. Investors should focus on mixed-use or commercial zones where investor-owned STRs are permitted by right.
Revenue Trend (5 yr)
ADR & Occupancy Trends (5 yr)
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Booking Insights
Holland STR bookings carried an average lead time of 50 days in April 2026, meaning guests are booking roughly seven weeks in advance. This is a slightly longer booking window than the Holiday, FL market, consistent with the higher stakes of summer bookings where peak inventory is limited and demand is concentrated.
Average length of stay was 3.2 nights in April 2026, which is shorter than many beach and resort markets. This reflects the mixed demand profile, including festival attendees, weekend lake visitors, and short getaways. A 3-night length of stay increases turnover frequency relative to longer-stay markets, which has implications for housekeeping costs and minimum-stay policies.
Operators should consider 3-night minimums during the shoulder season to smooth occupancy, with extended 4 to 7 night minimums during peak July and August weeks when demand will fill inventory regardless of minimum requirements.
Short-Term Rental Regulations
Holland regulates short-term rentals (stays under 30 consecutive days) through a Short Term Rental Certificate of Compliance issued by the Community and Neighborhood Services Department. The application requires a completed registration form, a property worksheet, and a passed inspection.
The city draws a sharp line between two categories. Owner-occupied STRs, where the unit is the owner’s primary residence and they rent a room while present or the whole home while absent, are allowed in any zone district without restriction. Investor-owned, non-owner-occupied STRs face much stricter rules.
Investor-owned STRs are permitted by right in mixed-use, commercial, industrial, PUD, and farming zones (NMU, CMU, RMU, GMU, I, PUD, F). In residential zones (LDR, CNR, MDR, TNR), investor-owned STRs are capped at 25 properties citywide, each requiring a 500-foot separation from another. That residential cap is currently full with no openings.
A notable exemption: properties rented 10 or fewer days during the May Tulip Time festival require no inspection or certificate. The applicable tax is Michigan’s 6% state use tax on accommodations under 30 days; Holland and Ottawa County impose no separate lodging excise tax. Enforcement is rated strict; certificates can be revoked for multiple police calls, code violations, lapsed insurance, or incomplete inspections.
Market Comparison
At a $282 ADR and 40.0% occupancy, Holland sits well above the national STR median ADR of approximately $220 but meaningfully below the US median occupancy of about 55%. The low April occupancy reflects the seasonal nature of the market rather than weak demand fundamentals; the July occupancy of 77.3% exceeds national averages significantly.
The investability score of 94.7 and revenue growth score of 94.4 are among the highest in the dataset, signaling that the structural fundamentals here are strong. The regulation score of 72.8 reflects the city’s active certificate program without being as restrictive as markets with outright STR bans.
Jaqua Realtors leads the market with 261 listings and a 4.72 rating across 5,161 reviews, making it the dominant local operator. Evolve follows with 182 listings at 4.66 and Vacasa holds 175 listings at 4.57. Together these three operators manage 618 listings, about 7.5% of the roughly 8,243-listing market, indicating a fragmented operator landscape with room for independent operators.
Frequently Asked Questions About Holland, Michigan
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