Naples, Florida Short-Term Rental Market
Naples city limits require 30-day stays; the region posted $254 ADR, 35.9% occupancy, $2,592 monthly revenue in September 2026.
Quick Answer: Naples, Florida is an active short-term rental market. average occupancy in the Naples market area is 36%. average monthly revenue in the Naples market area is $2,592. average daily rate in the Naples market area is $254. the top operator in the Naples market area is Marco Island Vacation Properties with 532 listings. market score is 42/100 (grade D).
Market data reflects the wider Naples market, which covers 3 areas. Regulations, taxes, and permit details below are specific to Naples.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
This profile covers the Naples and Marco Island STR market on Florida’s southwest Gulf coast, the area marketed as the Paradise Coast. Performance figures below describe that two-town region, not the City of Naples alone. In September 2026 the market averaged an ADR of $254, occupancy of 35.9%, and revenue of $2,592 per listing for the month. Entire-place rentals averaged $258 per night. Compared with September 2025, occupancy was up 15.5%, ADR rose 3.9%, and monthly revenue grew 12.3%, so the soft occupancy of early autumn is still an improvement on a year earlier. Naples is a seasonal market. Summing the twelve seasonal monthly revenue averages gives annualized revenue of $46,992 per listing, with winter and early spring carrying most of it. Year to date through September 2026, occupancy has averaged 56.1% at an ADR of $323 and $4,954 in monthly revenue, ahead of the 2025 full-year figures of 55.8%, $307, and $4,583. Longer term, ADR has climbed from $192 in 2017 to $323 in 2026, while occupancy peaked at 66.0% in 2021 and has settled in the mid-50s. Demand comes from an affluent, older visitor base. The Naples, Marco Island, and Everglades region draws about 2.66 million visitors a year, up 11.3% year over year, and the city has a median age of 67.3 and a median household income of $153,182. Snowbird traffic from the Midwest and Northeast peaks from October through April, while golf, boating, fishing, and beachfront access drive repeat stays. The city has a population of 19,704. Bedroom, channel, and listing-type counts are tracked at a shared regional level rather than uniquely for Naples, so this profile omits them. Regulation also matters here: detached houses inside the City of Naples face a 30-day minimum rental term, covered in the regulatory section.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 67% |
| Feb | 84% |
| Mar | 81% |
| Apr | 54% |
| May | 47% |
| Jun | 57% |
| Jul | 59% |
| Aug | 45% |
| Sep | 38% |
| Oct | 53% |
| Nov | 62% |
| Dec | 62% |
Month-by-month nightly rates and revenue figures for Naples are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in Naples market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Naples market as a whole, which includes Naples, so these counts are not Naples-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Marco Island Vacation Properties | 532 | 12,541 | ★ 4.69 |
| 2 | Evolve | 265 | 7,592 | ★ 4.49 |
| 3 | Kelli Swanson | 236 | 1,662 | ★ 4.63 |
| 4 | Vacasa | 199 | 3,825 | ★ 4.51 |
| 5 | Mike Z Team | 146 | 1,344 | ★ 4.44 |
What Kind of STR Should I Buy in Naples?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Naples 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 | 19% |
| vrbo | 24% |
| both | 57.1% |
Home Value Trends (Naples)
Typical home values, median sale prices, and the 10-year price trend for Naples 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 Naples — 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 Naples, but the rules depend on the jurisdiction. Inside the City of Naples, detached houses are limited to rental terms of 30 days or longer, with an exception for up to 3 rentals of less than 30 days per calendar year. Advertising stays under 30 days is not allowed, and operating as a transient lodging facility with more than 3 short rentals a year is not a permitted use in most residential zoning districts. Enforcement severity is rated moderate. Unincorporated Collier County is different: STRs are broadly permitted in applicable zones with county registration under Ordinance 2021-45, effective January 3, 2022. That registration is a one-time $50 fee per unit. City properties are exempt from the county STVR registration. Operators generally need a Florida DBPR Vacation Rental License (about $170 per year for a single-unit dwelling), a Collier County Business Tax Receipt (about $15 minimum per year), and, in the city, a City of Naples Business Tax Receipt (about $57.89 per year) plus a Certificate of Use with an inspection. Permits renew annually. There is no owner-occupancy or primary-residence requirement, and no annual night cap is listed. The occupancy tax rate is 11%. Florida state preemption bars outright local bans, and a 2024 state bill (SB 280) that would have limited local authority was vetoed. Collier County placed a 6th penny tourist development tax increase, from 5 to 6 percent effective January 1, 2027 if approved, on the November 2025 ballot, and the result is not in our data. HOA and condo rules may add limits. These rules describe Naples and Collier County, so confirm the rules for any other municipality before buying.
Market Comparison
The Naples and Marco Island market shows a split picture. September is the seasonal low, with 35.9% occupancy and a $254 ADR, so the better comparison is year to date. Through September 2026, occupancy averaged 56.1% and ADR averaged $323. Over the past nine years, ADR has risen from $192 in 2017 to $323, while occupancy has eased from its 2021 peak of 66.0%. The market is therefore a rate-driven one, where pricing power comes from luxury and professionally managed inventory (ADRs of $468 and $306) rather than from filling every night. The market score data shows regulation at 58.7, seasonality at 49.9, rental demand at 50.4, investability at 63.3, and revenue growth at 71.5, for a total of 42.2. Revenue growth is the strongest component. Top-operator data is tracked at a shared regional level rather than uniquely for Naples, so this profile omits it.
Frequently Asked Questions About Naples, Florida
What is the average Airbnb ADR in the Naples market?
What is the occupancy rate for Naples short-term rentals?
Can you run a short-term rental in the City of Naples?
What licenses does a Naples short-term rental need?
What is the best time of year for Naples vacation rentals?
How much does a home cost in Naples for an STR investor?
How far ahead do guests book in Naples?
Analyze Naples Rentals
Use our free calculator to estimate Airbnb revenue for any property in Naples.
Free Naples STR Calculator →
