Douglas, Michigan Short-Term Rental Market
Douglas sits in a West Michigan shoreline STR market at $443 ADR, 44.0% occupancy, $5,319 monthly revenue in September 2026.
Quick Answer: Douglas, Michigan is an active short-term rental market. average occupancy in the Michigan West Coastal market area is 44%. average monthly revenue in the Michigan West Coastal market area is $5,319. average daily rate in the Michigan West Coastal market area is $443. the top operator in the Michigan West Coastal market area is Jaqua Realtors with 261 listings. market score is 77/100 (grade B).
Market data reflects the Michigan West Coastal regional market, which includes Douglas. Regulations, taxes, and permit details below are specific to Douglas.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Douglas, Michigan is a Lake Michigan resort town of about 1,378 residents that shares the Saugatuck/Douglas resort area with neighboring Saugatuck, roughly 40 miles southwest of Grand Rapids. Short-term rental performance is tracked at a shared regional level, so every performance figure on this page describes the West Michigan Lake Michigan shoreline STR market, which includes Douglas and nearby towns. As of September 2026, the average daily rate in that market was $443, occupancy was 44.0%, and the average listing earned $5,319 for the month. Entire-place listings averaged $5,396 in monthly revenue, houses averaged $5,772, and apartments averaged $3,689.
Year over year, September 2026 occupancy rose 9.4%, ADR rose 10.5%, and revenue per listing rose 17.2%. The longer record points the same direction. Occupancy averaged 46.1% in 2025 with a $345 ADR, and the first nine months of 2026 show 50.2% occupancy at a $383 ADR. Monthly revenue averaged $4,450 in 2025 and $5,299 across 2026 so far, an increase of 19.1%. Occupancy peaked at 52.6% in 2020 and 2021 and slid to 44.8% in 2024, while ADR has risen every year since 2021.
Demand is driven by leisure travel. Oval Beach, Saugatuck Dunes State Park, Mount Baldhead Park, dune rides, art galleries, wineries and harbor boating draw visitors, and the season runs from Memorial Day through Labor Day with a second bump during fall color. Bedroom, channel and listing-type counts, and the leading operators, are tracked at a shared regional level rather than uniquely for Douglas, so this profile omits them.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 30% |
| Feb | 36% |
| Mar | 41% |
| Apr | 40% |
| May | 49% |
| Jun | 63% |
| Jul | 78% |
| Aug | 68% |
| Sep | 42% |
| Oct | 38% |
| Nov | 30% |
| Dec | 35% |
Month-by-month nightly rates and revenue figures for Douglas are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in Michigan West Coastal market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Michigan West Coastal market as a whole, which includes Douglas, so these counts are not Douglas-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Jaqua Realtors | 261 | 5,161 | ★ 4.72 |
| 2 | Evolve | 182 | 8,064 | ★ 4.66 |
| 3 | Vacasa | 175 | 7,412 | ★ 4.57 |
| 4 | Unsalted Vacations | 129 | 2,715 | ★ 4.73 |
| 5 | Bluefish Vacation Rentals | 112 | 2,880 | ★ 4.75 |
What Kind of STR Should I Buy in Douglas?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Douglas 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 | 28.4% |
| vrbo | 15.4% |
| both | 56.2% |
Home Value Trends (Douglas)
Typical home values, median sale prices, and the 10-year price trend for Douglas 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 Douglas — 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
Douglas, officially the City of the Village of Douglas, explicitly permits short-term rentals of under 31 days in all zoning districts that allow residential use. Operators must register with the City Clerk, pay a $350 registration fee, and obtain a Rental Occupancy Certificate. The certificate is valid for three years, so it is renewed every three years rather than annually.
Before a certificate issues, the property must pass a Saugatuck Township District Fire Department inspection confirming compliance with building, health, fire and safety codes. Reinspection is required at least every 36 months. The ordinance allows only whole-unit rentals, and renting individual rooms to separate parties is prohibited.
There is no owner-occupancy requirement, no primary-residence requirement, and no annual night cap found in the ordinance, which makes Douglas relatively friendly to non-resident investors compared with stricter Michigan resort towns. Enforcement is rated moderate. Multiple ordinance violations or findings of responsibility involving a short-term rental in a single calendar year can lead the City Zoning Administrator to revoke the rental occupancy certificate.
Michigan applies a statewide 6% lodging tax to stays under 30 days, and platforms such as Airbnb collect and remit it. The city maintains an updated registration packet (2025 edition), and neighboring Saugatuck changed its own separate ordinance in April 2025. No major Douglas-specific overhaul, such as caps or owner-occupancy mandates, was identified. Fees are set by City Council and can change, so confirm current fees and inspection scheduling with the City Clerk.
Market Comparison
The West Michigan shoreline STR market earns through price and the summer peak rather than steady volume. September 2026 occupancy was 44.0% at a $443 ADR.
That combination describes a resort market. Annual occupancy for 2026 so far is 50.2% at a $383 ADR, while July reaches 77.7% occupancy at a $404 ADR and January sits at 29.7%.
The practical read is that returns here depend on capturing the summer peak at premium rates and keeping costs low through the quieter months. Property-manager and operator rankings are tracked regionally rather than uniquely for Douglas, so this profile does not name them.
Frequently Asked Questions About Douglas, Michigan
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