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  4. Santa Rosa

Santa Rosa, California

Short-Term Rental Market Data & Investment Analysis

Santa Rosa, California Short-Term Rental Market

Santa Rosa, CA has capped and closed new non-hosted short-term rental permits at 182 citywide.

Quick Answer: Santa Rosa, California is an active short-term rental market. average occupancy in the Sonoma market area is 63%. average monthly revenue in the Sonoma market area is $8,770. average daily rate in the Sonoma market area is $518. the top operator in the Sonoma market area is Vacasa with 175 listings. market score is 67/100 (grade C).

Avg Monthly Revenue
$8,770
↑ 9.2% YoY
63%
Occupancy
↑ 4.6% YoY
$518
Avg Daily Rate
↑ 4.8% YoY
70.2 days avg lead time4 avg length of stay

Market data reflects the Sonoma regional market, which includes Santa Rosa. Regulations, taxes, and permit details below are specific to Santa Rosa.

Market Score Breakdown

Five dimensions StaySTRA evaluates per market.

Regulation72
Seasonality70
Investability60
Rental Demand67
Revenue Growth80

Market Overview

Santa Rosa is the largest city and county seat of Sonoma County, California, at the heart of wine country roughly 55 miles north of San Francisco, with a population of about 179,437. Sonoma County welcomed 10.5 million visitors in 2024, generating $1.5 billion in visitor spending, drawn by more than 425 wineries across the Russian River, Dry Creek, and Alexander valleys, plus the Charles M. Schulz Museum and a strong craft-beer scene. Since July 2023 (Chapter 20-48), Santa Rosa has capped non-hosted, investor-style short-term rental permits at 182 citywide, is not accepting new non-hosted applications, and limits any owner to one non-hosted permit; hosted STRs, where the owner’s principal residence is on the parcel, remain uncapped. StaySTRA tracks Santa Rosa’s short-term rental performance data, dimension mix, and property manager roster at the Sonoma County regional level, shared with nearby Forestville, Glen Ellen, Guerneville, and Monte Rio, so the figures below describe that broader wine-country market. That regional market averaged a $517.66 ADR and 63.0% occupancy in June 2026, the most recent month tracked, with $8,770 in average monthly revenue. Year over year, occupancy is up 4.1% and revenue is up 8.8%, even as ADR eased 0.9%.

Seasonal Patterns

Monthly seasonal data for Santa Rosa, California
MonthOccupancy
Jan39%
Feb48%
Mar51%
Apr56%
May58%
Jun64%
Jul67%
Aug64%
Sep58%
Oct55%
Nov51%
Dec45%

Month-by-month nightly rates and revenue figures for Santa Rosa are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.

Top Short-Term Rental Operators in Sonoma market area

Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Sonoma market as a whole, which includes Santa Rosa, so these counts are not Santa Rosa-only figures.

#OperatorListingsReviewsRating
1Vacasa1759,887★ 4.56
2Bodega Bay & Beyond Vacation Home Rentals913,491★ 4.80
3Russian River Vacation Homes856,990★ 4.81
4Woodfield49626★ 4.86
5Bodega Bay Escapes44787★ 4.83

What Kind of STR Should I Buy in Santa Rosa?

Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Santa Rosa 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 mix
ChannelShare
airbnb42%
vrbo7.5%
both50.5%

Investment Analysis

The full investment analysis for Santa Rosa — gross-yield math against current home values, plus 5-year monthly revenue, nightly-rate, and occupancy trend charts — is available to StaySTRA Pro members and updates monthly. The figures shown elsewhere on this page are the free market snapshot.

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Home Value Trends (Santa Rosa)

Typical home values, median sale prices, and the 10-year price trend for Santa Rosa 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 Santa Rosa — 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

Santa Rosa requires a Short-Term Rental Permit for any dwelling rented for fewer than 30 days, issued only to the property owner and renewed annually. Permits fall into two categories. Hosted STRs, where the owner lives and sleeps on the parcel as their principal residence occupied more than half the year, are allowed citywide with no cap. Non-hosted STRs, where the owner is absent, are capped at 182 permits citywide; the city is not accepting new non-hosted applications, an owner may hold only one, and any new non-hosted permit would need to sit 1,000 feet or more from another existing or proposed non-hosted STR. Operators must register for the city’s 11% Transient Occupancy Tax plus a 3% Tourism Business Improvement Area assessment, and, beginning January 2025 under voter-approved Ballot Measure EE, obtain a Business Tax Certificate. Permits are non-transferable except to a spouse or domestic partner, not to children. Enforcement is strict: a tiered penalty schedule distinguishes minor and major violations, and after three citations the permit is revoked with the owner permanently ineligible. STRs may not operate in affordable housing, accessory dwelling units, student housing, senior housing, or temporary structures. This is effectively a closed market for investor-style non-hosted STRs; new entrants are largely limited to hosted, owner-occupied arrangements.

Market Comparison

Nationally, short-term rentals typically run around 55% occupancy and a $220 ADR. This shared Sonoma County market’s June 2026 figures, 63.0% occupancy and a $517.66 ADR, run well above both national benchmarks, more than double the national ADR, reflecting Sonoma wine-country’s premium positioning. The market’s property manager roster, tracked regionally across the county, is led by Vacasa (175 listings, 4.56 rating), Bodega Bay & Beyond Vacation Home Rentals (91 listings), Russian River Vacation Homes (85 listings), Woodfield (49 listings), and Bodega Bay Escapes (44 listings); several of these names reflect specific Sonoma County subregions, Bodega Bay and the Russian River, rather than Santa Rosa itself, underscoring how broad this shared dataset is. The more consequential comparison for Santa Rosa specifically is regulatory: its 182-permit cap and closed non-hosted application pipeline make it one of the most supply-constrained markets in this profile set for investor-style rentals, a sharp contrast with its otherwise wide-open regional performance numbers.

Frequently Asked Questions About Santa Rosa, California

Are new short-term rental permits available in Santa Rosa, CA?
Only for hosted (owner-occupied) STRs. Non-hosted, investor-style permits are capped at 182 citywide and the city is not accepting new non-hosted applications.
How many short-term rental permits can one owner hold in Santa Rosa?
One non-hosted permit per owner. Hosted STRs on an owner’s principal residence face no citywide cap.
What is the average daily rate for short-term rentals near Santa Rosa?
Santa Rosa short-term rentals average $518 per night across all listing types. Nightly-rate breakdowns by property tier are available with StaySTRA Pro.
What is the occupancy rate near Santa Rosa?
Occupancy for this shared Sonoma County market was 63.0% in June 2026, up 4.1% year over year.
Can I sell a non-hosted STR permit in Santa Rosa?
Only to a spouse or domestic partner. Permits are non-transferable to children or unrelated buyers.
What taxes apply to short-term rentals in Santa Rosa?
An 11% Transient Occupancy Tax, a 3% Tourism Business Improvement Area assessment, and, since January 2025, a Business Tax Certificate.
What is the busiest month for short-term rentals near Santa Rosa?
July is the strongest month, averaging 67.4% occupancy and $7,524 in monthly revenue.
Santa Rosa, CaliforniaRev $8,770ADR $518Occ 63%Score C (67)

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Table of Contents

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Quick Facts: Sonoma market area

Avg Daily Rate
$518
Occupancy Rate
63%
Avg Revenue/Mo
$8,770
Santa Rosa Population
179,437

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