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 in the Naples market area is 51%. average monthly revenue in the Naples market area is $4,214. average daily rate in the Naples market area is $312. 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
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 |
|---|---|
| Jan | 67% |
| Feb | 84% |
| Mar | 81% |
| Apr | 54% |
| May | 47% |
| Jun | 57% |
| Jul | 60% |
| Aug | 46% |
| 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
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
What is the average daily rate for STRs in Naples, FL?
How much can a short-term rental in Naples earn per month?
Are short-term rentals legal in Naples, FL?
What taxes apply to Naples short-term rentals?
When is the peak season for Naples STRs?
How far in advance do guests book Naples vacation rentals?
Who are the largest property managers in the Naples STR market?
Analyze Naples Rentals
Use our free calculator to estimate Airbnb revenue for any property in Naples.
Free Naples STR Calculator →
