La Jolla, California Short-Term Rental Market
Capped whole-home licenses frame San Diego County STRs at $303 ADR, 62.8% occupancy and $5,181 monthly revenue in September 2026.
Quick Answer: La Jolla, California is an active short-term rental market. average occupancy in the San Diego market area is 63%. average monthly revenue in the San Diego market area is $5,181. average daily rate in the San Diego market area is $303. the top operator in the San Diego market area is Evolve with 265 listings. market score is 65/100 (grade C).
Market data reflects the San Diego regional market, which includes La Jolla. Regulations, taxes, and permit details below are specific to La Jolla.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
In September 2026, the San Diego County STR market averaged a $303 average daily rate (ADR) and 62.8% occupancy, producing average monthly revenue of $5,181 per listing. The performance figures on this page describe the San Diego County STR market as a whole, a shared regional benchmark that includes La Jolla, rather than a measurement unique to La Jolla. Year over year, occupancy rose 10.8%, ADR rose 3.3%, and revenue rose 10.2%.
The seasonal-sum annual revenue estimate is $51,971 per listing. Calendar 2025 averaged 62.7% occupancy, a $305 ADR and $5,256 in monthly revenue. The first nine months of 2026 are stronger at 68.0% occupancy, a $321 ADR and $5,970 in monthly revenue. For context, 2021 posted 71.3% occupancy at a $248 ADR, so ADR has climbed $73 since then while occupancy has settled lower.
Entire homes earn a higher rate than the all-listings average, at a $327 ADR. Average stays run 4.7 nights, and bookings arrive 51.7 days ahead on average.
Bedroom, channel, and listing-type counts and top operator names are tracked at a shared regional level rather than uniquely for La Jolla, so this profile omits them.
La Jolla itself is a coastal neighborhood of the City of San Diego with a population of 46,781. Its draws include La Jolla Cove, La Jolla Shores, Children’s Pool Beach, Torrey Pines Golf Course, and the Museum of Contemporary Art San Diego. The typical home value is $2,414,653, which makes this a high entry cost market. Whole-home operators also face a license cap, covered in the regulatory section.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 56% |
| Feb | 65% |
| Mar | 69% |
| Apr | 62% |
| May | 64% |
| Jun | 74% |
| Jul | 77% |
| Aug | 68% |
| Sep | 61% |
| Oct | 61% |
| Nov | 58% |
| Dec | 57% |
Month-by-month nightly rates and revenue figures for La Jolla are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in San Diego market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the San Diego market as a whole, which includes La Jolla, so these counts are not La Jolla-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Evolve | 265 | 10,436 | ★ 4.74 |
| 2 | Surf Style Vacation Homes | 223 | 10,070 | ★ 4.77 |
| 3 | Vacasa | 176 | 8,268 | ★ 4.62 |
| 4 | Nxt Vacation Rental Management | 164 | 3,008 | ★ 4.90 |
| 5 | San Diego Rentals | 162 | 153 | ★ 4.40 |
What Kind of STR Should I Buy in La Jolla?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for La Jolla are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Channel Mix
Distribution of bookings across major STR platforms.
| Channel | Share |
|---|---|
| airbnb | 49.4% |
| vrbo | 6.2% |
| both | 44.4% |
Home Value Trends (La Jolla)
Typical home values, median sale prices, and the 10-year price trend for La Jolla are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Insights
Booking-window and length-of-stay analysis for La Jolla — how far ahead guests book and how to price around it — is available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Short-Term Rental Regulations
Short-term rentals are permitted in La Jolla, but whole-home licenses are capped. La Jolla has no separate ordinance and follows City of San Diego rules, with enforcement rated strict. Any stay under 31 nights requires a Short-Term Residential Occupancy (STRO) license, issued in tiers.
Tier 1 covers rentals of 20 days or fewer per year with no onsite host. Tier 2 is home-sharing, where the host occupies the dwelling as a primary residence at least 275 days per year. Tier 3 is whole-home rental with the host absent for more than 20 days per year, and it is the tier most relevant to investors. Tier 3 requires a minimum of 90 days per year rented, or the license can be revoked. Tier 4 covers Mission Beach only and does not apply to La Jolla.
Tier 1 and Tier 2 licenses are unlimited, but Tier 3 is capped at 1% of San Diego housing units outside Mission Beach. As of June 2026, about 4,806 of roughly 5,606 Tier 3 licenses had been issued, leaving about 800 citywide. New whole-home supply is finite and shrinking, so confirm availability before buying.
A Tier 3 license costs about $1,170 (application plus license fee) and renews biennially. Updated fees took effect March 1, 2025. Tier 3 does not require owner occupancy or a primary residence. The occupancy tax is 11.75%, within the zone-based rates of 11.75%, 12.75%, and 13.75% that took effect May 1, 2025.
Market Comparison
Growth in the San Diego County STR market is positive, with revenue up 10.2% year over year. September 2026 occupancy was 62.8% at a $303 ADR, and the first nine months of 2026 averaged 68.0% occupancy and a $321 ADR.
The tradeoff is cost of entry. The typical home value is $2,414,653 and Tier 3 whole-home licenses are capped, so the higher revenue per listing comes with a high barrier to entry.
Frequently Asked Questions About La Jolla, California
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What is the occupancy rate for La Jolla Airbnb rentals?
Do I need a license to run a short-term rental in La Jolla?
Are new whole-home STR licenses still available in La Jolla?
What is the best month for La Jolla short-term rentals?
How much does a typical home in La Jolla cost?
How far in advance do guests book, and how long do they stay?
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