Naples, Florida Short-Term Rental Market
Naples STR market posted $360/night ADR at 50.3% occupancy in April 2026 across roughly 10,200 active listings.
Quick Answer: Naples, Florida is an active short-term rental market. average occupancy is 50%. average monthly revenue is $5,242. average daily rate is $360. the top operator is Marco Island Vacation Properties with 532 listings. market score is 42/100 (grade D).
Market Score Breakdown
Five dimensions Apivex evaluates per market.
Market Overview
The Naples, Florida short-term rental market is one of the largest on Florida’s Gulf Coast, with approximately 10,200 active listings as of the latest snapshot. The market skews heavily toward entire-place rentals, which account for 9,983 of total listings, with only 212 private-room listings active. By bedroom count, two-bedroom units lead the market at 3,691 listings, followed closely by three-bedroom properties at 3,422, one-bedrooms at 1,560, four-bedrooms at 1,206, and five-plus bedrooms at 300 listings.
In April 2026, the market averaged $360 per night with 50.3% occupancy, producing an average monthly revenue of $5,242 per listing. RevPAR came in at $181. Year-over-year, occupancy declined 3.3 percentage points and revenue fell 6.4%, while ADR edged up 1.1% — a pattern common in post-peak-COVID markets where demand normalization has pressured utilization more than rates.
Distribution spans all major channels: 5,818 listings appear on both Airbnb and VRBO, 2,442 are VRBO-only, and 1,935 are Airbnb-only, indicating broad multi-channel exposure across the market. The market’s overall score of 42.17 reflects the tension between strong revenue growth potential (score 71.45) and moderate-to-low rental demand and seasonality scores, which pulls the composite down. Investability scores at 63.33, suggesting reasonable entry conditions relative to other markets.
Seasonal Patterns
| Month | Occupancy | ADR | Revenue |
|---|---|---|---|
| Jan | 67% | $274 | $4,540 |
| Feb | 84% | $296 | $5,334 |
| Mar | 81% | $321 | $6,378 |
| Apr | 54% | $292 | $4,492 |
| May | 47% | $242 | $3,311 |
| Jun | 58% | $251 | $3,631 |
| Jul | 60% | $246 | $3,922 |
| Aug | 46% | $220 | $2,922 |
| Sep | 38% | $194 | $2,064 |
| Oct | 53% | $208 | $2,541 |
| Nov | 62% | $242 | $3,409 |
| Dec | 62% | $285 | $4,122 |
Top Short-Term Rental Operators in Naples
Ranked by total active listings. Useful for understanding the competitive landscape.
| # | 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 pricing by property type, tier, and bedroom count.
Revenue by Bedroom Count
| 1 bed | 1,560 |
| 2 bed | 3,691 |
| 3 bed | 3,422 |
| 4 bed | 1,206 |
| 5 bed | 300 |
ADR by Property Tier
| Entire Home | $365 |
| Luxury | $630 |
| Professionally Managed | $420 |
Revenue by Dwelling Type
| Apartment | $4,187 |
| Entire Place | $5,305 |
| House | $5,999 |
Booking Channel Mix
Distribution of bookings across major STR platforms.
| Channel | Share |
|---|---|
| airbnb | 19% |
| vrbo | 24% |
| both | 57.1% |
Investment Analysis
Naples presents a high-revenue, high-cost entry point for STR investors. Typical home values sit at $549,494 (Zillow, April 2026), while active listings generate an average of $5,242 per month. Annualizing that figure produces approximately $62,904 per year, implying a gross STR yield of roughly 11.4% on the typical home value before expenses, management fees, and taxes.
Tier data shows meaningful upside in the professionally managed segment: operator-managed listings averaged $420 per night, versus $360 for the overall market, a $60/night premium. Luxury-tier listings averaged $630 per night. The entire-home segment averaged $365, while houses specifically generated $5,999 per month versus $4,187 for apartments — a $1,812 monthly spread that favors single-family investment.
The revenue growth market score of 71.45 is among the stronger signals in this dataset, and 2025 annual average ADR of $306 represented continued rate appreciation from $288 in 2023. However, occupancy has softened from a peak of 66.0% in 2021 to 55.8% in 2025. Investors should model occupancy conservatively at 50-56%, with March and February as the revenue drivers and September as the structural low. The sale-to-list ratio of 0.899 and median days to pending of 67 days (as of April 2026) suggest buyers retain negotiating room, which can improve entry yields.
Revenue Trend (5 yr)
ADR & Occupancy Trends (5 yr)
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Booking Insights
Naples guests book an average of 71 days in advance, one of the longer lead times in Florida’s STR markets. This extended booking window reflects the market’s core snowbird demographic, who tend to plan winter travel months ahead and commit to longer stays. Average length of stay is 5.9 nights, well above the national STR median, consistent with a destination market rather than a transient weekend market.
The combination of long lead times and extended stays creates favorable revenue management conditions. Operators can lock in a large share of peak-season inventory (January through March) by October or November, reducing last-minute pricing pressure during the most critical revenue window. The 5.9-night average also lowers per-reservation operational costs (cleaning, check-in coordination) relative to higher-turnover markets, improving net margins. Gap-fill pricing for two-to-three night windows becomes the primary in-season challenge, particularly in February and March when demand typically exceeds supply.
Short-Term Rental Regulations
Naples operates under a dual-jurisdiction structure that materially affects STR viability depending on property location. Properties inside the City of Naples face a 30-day minimum stay requirement for single-family homes, with one limited exception: up to 3 rentals per calendar year may be shorter than 30 days. Advertising sub-30-day availability is prohibited under city rules. This restriction makes the City of Naples effectively closed to typical STR operation for single-family homes.
Properties in unincorporated Collier County are under a different framework. STRs are broadly permitted with registration required under Collier County Ordinance 2021-45 (effective January 3, 2022). The county registration is a one-time $50 fee per unit. All operators statewide must hold a Florida DBPR Vacation Rental License (approximately $170 per year for a single-unit dwelling) and applicable Collier County Business Tax Receipts. A Certificate of Use with property inspection is also required for City properties.
Occupancy tax totals 11%, comprising the state sales tax plus Collier County’s Tourist Development Tax. No owner-occupancy or primary-residence requirement applies at either jurisdiction level. Enforcement is rated moderate. A 2024 state preemption bill (SB 280) that would have limited local STR authority was vetoed, preserving the city’s 30-day minimum. A potential TDT increase to 6% (from 5%) is on the November 2025 ballot; if approved, total tax would rise starting January 1, 2027. Investors must verify the specific parcel’s jurisdiction before assuming STR eligibility.
Market Comparison
Naples sits above national STR benchmarks on most dimensions. The US median STR occupancy is approximately 55%; Naples’ most recent monthly reading of 50.3% trails that slightly (reflecting April’s shoulder-season timing) but the market’s 2025 annual average occupancy was 55.8%. The US median ADR is approximately $220; Naples’ $360 average in April 2026 runs 64% above that figure, reflecting the market’s affluent visitor base with an average lodging rate of $349.74 reported by Collier County Tourism.
The top operator in the Naples market is Marco Island Vacation Properties, with 532 listings and 12,541 reviews at a 4.69 rating — the largest single-operator footprint in the region. Evolve ranks second with 265 listings (7,592 reviews, 4.49 rating), followed by Kelli Swanson at 236 listings (1,662 reviews, 4.63 rating), Vacasa at 199 listings (3,825 reviews, 4.51 rating), and the Mike Z Team at 146 listings (1,344 reviews, 4.44 rating). Combined, these top 5 operators hold approximately 1,378 listings, representing roughly 13.5% of the total active market. The remaining 86% of inventory is independently managed, indicating room for professionally managed properties to capture rate premiums.
Frequently Asked Questions About Naples, Florida
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