Santa Rosa, California Short-Term Rental Market
Santa Rosa bars new non-hosted STRs, Sonoma County area averaged $515 ADR, 61.8% occupancy, $8,923 revenue in August 2026.
Quick Answer: Santa Rosa, California is an active short-term rental market. average occupancy in the Sonoma market area is 56%. average monthly revenue in the Sonoma market area is $7,600. average daily rate in the Sonoma market area is $496. the top operator in the Sonoma market area is Vacasa with 175 listings. market score is 67/100 (grade C).
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.
Market Overview
Performance data for Santa Rosa is reported for a shared Sonoma County series that also covers Forestville, Glen Ellen, Guerneville, and Monte Rio. Every figure below describes the Sonoma County area STR market, not Santa Rosa alone. In August 2026, the average daily rate (ADR) in the Sonoma County area was $515 and occupancy was 61.8%. Average monthly revenue per listing was $8,923. Compared with August 2025, ADR rose 1.4%, occupancy fell about 3.4%, and revenue slipped 0.3%.
Guests in the Sonoma County area stayed an average of 4.0 nights and booked 70.0 days ahead. That pattern fits planned leisure trips tied to wine country travel. Calendar-year occupancy peaked at 67.4% in 2021 and sat at 52.3% in 2025, while ADR rose from $404 in 2021 to $445 in 2025. The 2026 figures so far cover eight months and show a $457 ADR and 54.5% occupancy. That partial-year average is not directly comparable with a full year.
Demand comes from visitors to the region. Santa Rosa (population 179,437) is the largest city and county seat of Sonoma County, about 55 miles north of San Francisco. Sonoma County welcomed 10.5 million visitors in 2024, up 2.9%, and 45% of them stayed overnight. Draws include more than 425 wineries in the Russian River, Dry Creek, and Alexander valleys, the Charles M. Schulz Museum, and Spring Lake Regional Park.
Listing-type, bedroom, and channel counts are tracked at a broader regional level rather than uniquely for Santa Rosa, so this profile omits them.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 39% |
| Feb | 48% |
| Mar | 51% |
| Apr | 56% |
| May | 58% |
| Jun | 64% |
| Jul | 67% |
| Aug | 63% |
| Sep | 58% |
| Oct | 55% |
| Nov | 51% |
| Dec | 45% |
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.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Vacasa | 175 | 9,887 | ★ 4.56 |
| 2 | Bodega Bay & Beyond Vacation Home Rentals | 91 | 3,491 | ★ 4.80 |
| 3 | Russian River Vacation Homes | 85 | 6,990 | ★ 4.81 |
| 4 | Woodfield | 49 | 626 | ★ 4.86 |
| 5 | Bodega Bay Escapes | 44 | 787 | ★ 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 | Share |
|---|---|
| airbnb | 42% |
| vrbo | 7.5% |
| both | 50.5% |
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 has closed its market to new non-hosted short-term rentals. A permit is required for any dwelling rented for fewer than 30 days, and it is issued only to the property owner and renewed annually. Enforcement is rated strict.
The city splits permits into two types. Hosted STRs, where the owner lives and sleeps on the parcel as a principal residence for more than half the year, are allowed citywide with no cap. Non-hosted STRs are capped at 182 citywide, and the city is not accepting new non-hosted applications. An owner may hold one non-hosted permit, and a new one must sit at least 1,000 feet from another non-hosted STR. STRs may not operate in affordable housing, accessory dwelling units, student housing, senior housing, or temporary structures.
Operators must register for the 11 percent Transient Occupancy Tax and pay a 3 percent Tourism Business Improvement Area assessment. Since January 2025, a Business Tax Certificate is also required under Ballot Measure EE. Permits transfer only to a spouse or domestic partner. After three citations, a permit is revoked and the owner becomes permanently ineligible. The permit fee is not published in the profile data.
The current ordinance, Chapter 20-48, was finalized in July 2023 and grandfathered most existing operators.
Market Comparison
The Sonoma County area runs far above rough national benchmarks of about 55% occupancy and a $220 ADR on rate. In August 2026, occupancy was 61.8%, about 7 points higher, and ADR was $515, about 134% higher. Full-year 2025 is a fairer test. Occupancy averaged 52.3%, about 3 points below the benchmark, while ADR averaged $445, about 102% above it.
The pattern is a high-rate, moderate-fill market. Occupancy has fallen from 67.4% in 2021 to 52.3% in 2025, while ADR rose from $404 to $445. Owners have relied on rate to hold revenue as demand softened.
For Santa Rosa buyers, regulation matters more than the comparison. Only hosted, owner-occupied rentals can enter at present, which limits the supply of investor-run units competing for guests.
Top property manager rankings are tracked at a broader regional level rather than uniquely for Santa Rosa, so this profile omits them.
Frequently Asked Questions About Santa Rosa, California
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