Branson's 3,077-listing STR market delivers strong summer peaks with June-July revenue averaging $5,600 per property.
Market Overview
Branson, Missouri sits in the Ozark Mountains and draws roughly 10 million visitors per year to a city of only 11,600 permanent residents. That visitor-to-resident ratio makes it one of the most tourism-concentrated short-term rental markets in the country. As of February 2026, the market contains 3,077 active STR listings, up from 1,821 in 2021, a 69% increase in supply over five years.
The average daily rate in February 2026 is $228, with a median of $172. RevPAR sits at $46.80 in the off-peak winter month. For context, the 12-month rolling average ADR across all calendar months is approximately $228 to $269 depending on season, reflecting Branson’s pricing power in summer versus the suppressed winter period.
YoY trends show a meaningful correction after the 2021 boom. Average monthly revenue peaked at $5,174 per listing in 2021 with 53.7% occupancy, then settled to $3,337 in 2023 and $2,795 in 2024 as supply nearly doubled. The 2025 full-year average recovered modestly to $3,128 with 40.2% occupancy, suggesting the market is stabilizing at a new equilibrium as supply growth slows. The listing count in 2025 averaged 3,070, up from 2,311 in 2024, so occupancy improvement occurred even as supply increased, pointing to genuine demand growth.
Seasonal Patterns
| Month | Occupancy | ADR | Revenue | Active Listings |
|---|---|---|---|---|
| Jan | 24% | $207 | $1,533 | 2,525 |
| Feb | 27% | $183 | $1,433 | 2,530 |
| Mar | 47% | $208 | $3,376 | 2,223 |
| Apr | 39% | $201 | $2,690 | 2,234 |
| May | 42% | $233 | $3,263 | 2,176 |
| Jun | 62% | $261 | $5,432 | 2,419 |
| Jul | 58% | $269 | $5,788 | 2,600 |
| Aug | 48% | $239 | $4,027 | 2,582 |
| Sep | 43% | $216 | $3,072 | 2,575 |
| Oct | 50% | $221 | $3,470 | 2,479 |
| Nov | 48% | $241 | $3,554 | 2,519 |
| Dec | 49% | $249 | $3,838 | 2,539 |
Branson shows one of the most pronounced seasonal swings of any major STR market. The gap between peak and trough months exceeds 40 percentage points in occupancy.
The peak season runs June and July. June averages 62.0% occupancy with a $261 ADR and $5,432 in monthly revenue per listing. July edges slightly higher in ADR at $269 and revenue at $5,788, with 57.6% occupancy. These two months alone can account for 30% or more of a property’s annual revenue.
A secondary shoulder season exists from October through December. October averages 49.6% occupancy at $221 ADR ($3,470 revenue). November holds at 48.2% occupancy with a higher $241 ADR as holiday-themed entertainment at Silver Dollar City and other venues draws visitors willing to pay more. December averages 49.4% occupancy at $249 ADR, generating $3,838 average monthly revenue, making it the third-highest revenue month of the year.
March and May are solid shoulder months: March at 47.2% occupancy ($208 ADR, $3,376 revenue) benefits from spring break traffic. May at 42.2% ($233 ADR, $3,263 revenue) picks up pre-summer leisure travel.
The trough is January and February. January averages 23.8% occupancy ($207 ADR, $1,533 revenue) and February 27.2% ($183 ADR, $1,433 revenue). These two months generate less revenue than any single summer month. Operators who price aggressively in winter can capture travelers attending Branson’s January events, but the structural demand is thin and should not be relied upon in underwriting.
Revenue Breakdown
| Metric | 25th Pctile | Median | 75th Pctile | 90th Pctile |
|---|---|---|---|---|
| Revenue/mo | $411 | $832 | $1,601 | $2,898 |
| ADR | $135 | $172 | $241 | $433 |
| Occupancy | 9% | 16% | 28% | 43% |
The February 2026 snapshot shows the full distribution of active listings:
Bottom quartile (p25): $411 per month
Median (p50): $832 per month
75th percentile (p75): $1,601 per month
90th percentile (p90): $2,898 per month
Those are off-season figures. In October 2025, a representative peak-shoulder month, the same distribution shifts significantly:
Bottom quartile (p25): $1,565 per month
Median (p50): $2,758 per month
75th percentile (p75): $4,462 per month
90th percentile (p90): $6,813 per month
The spread between p25 and p90 in October is $5,248 within the same market. That gap reflects differences in property size, location, amenities (hot tubs, game rooms, lake views), and listing quality rather than luck. A well-positioned property can earn 4x what a poorly optimized one earns in the same month.
The average ADR across all months tracked is approximately $228, and average monthly revenue across all months is $3,128 (2025 annual average). Investors should stress-test using the median, not the average, since the average is pulled up by large-format properties and peak outliers.
Investment Analysis
Revenue Trend
RevPAR & ADR Trend
| Date | Revenue | RevPAR | ADR |
|---|---|---|---|
| Mar 2021 | $5,480 | $177 | $231 |
| Apr 2021 | $5,047 | $168 | $232 |
| May 2021 | $5,011 | $162 | $244 |
| Jun 2021 | $6,473 | $216 | $257 |
| Jul 2021 | $6,362 | $205 | $275 |
| Aug 2021 | $5,761 | $186 | $264 |
| Sep 2021 | $4,608 | $154 | $245 |
| Oct 2021 | $4,383 | $141 | $257 |
| Nov 2021 | $4,366 | $146 | $234 |
| Dec 2021 | $4,251 | $137 | $228 |
| Jan 2022 | $1,891 | $61 | $188 |
| Feb 2022 | $1,728 | $62 | $181 |
| Mar 2022 | $3,210 | $104 | $202 |
| Apr 2022 | $2,461 | $82 | $217 |
| May 2022 | $3,027 | $98 | $232 |
| Jun 2022 | $5,350 | $178 | $239 |
| Jul 2022 | $5,478 | $177 | $265 |
| Aug 2022 | $3,802 | $123 | $217 |
| Sep 2022 | $3,454 | $115 | $201 |
| Oct 2022 | $3,691 | $119 | $189 |
| Nov 2022 | $3,724 | $124 | $209 |
| Dec 2022 | $4,022 | $130 | $204 |
| Jan 2023 | $1,882 | $61 | $178 |
| Feb 2023 | $1,807 | $65 | $157 |
| Mar 2023 | $3,025 | $98 | $184 |
| Apr 2023 | $2,275 | $76 | $171 |
| May 2023 | $2,881 | $93 | $191 |
| Jun 2023 | $5,209 | $174 | $223 |
| Jul 2023 | $6,543 | $211 | $252 |
| Aug 2023 | $3,862 | $125 | $213 |
| Sep 2023 | $2,723 | $91 | $198 |
| Oct 2023 | $2,940 | $95 | $198 |
| Nov 2023 | $3,226 | $108 | $260 |
| Dec 2023 | $3,677 | $119 | $284 |
| Jan 2024 | $1,303 | $42 | $215 |
| Feb 2024 | $1,205 | $42 | $182 |
| Mar 2024 | $2,482 | $80 | $214 |
| Apr 2024 | $1,814 | $61 | $196 |
| May 2024 | $2,690 | $87 | $249 |
| Jun 2024 | $4,815 | $161 | $296 |
| Jul 2024 | $4,982 | $161 | $273 |
| Aug 2024 | $3,183 | $103 | $244 |
| Sep 2024 | $2,155 | $72 | $210 |
| Oct 2024 | $2,790 | $90 | $217 |
| Nov 2024 | $2,836 | $95 | $230 |
| Dec 2024 | $3,287 | $106 | $245 |
| Jan 2025 | $1,226 | $40 | $199 |
| Feb 2025 | $1,115 | $40 | $168 |
| Mar 2025 | $2,681 | $87 | $210 |
| Apr 2025 | $1,854 | $62 | $190 |
| May 2025 | $2,708 | $87 | $247 |
| Jun 2025 | $5,315 | $177 | $292 |
| Jul 2025 | $5,577 | $180 | $280 |
| Aug 2025 | $3,529 | $114 | $258 |
| Sep 2025 | $2,418 | $81 | $226 |
| Oct 2025 | $3,545 | $114 | $246 |
| Nov 2025 | $3,618 | $121 | $270 |
| Dec 2025 | $3,953 | $128 | $282 |
| Jan 2026 | $1,364 | $44 | $257 |
| Feb 2026 | $1,309 | $47 | $228 |
Occupancy vs Supply
| Date | Occupancy | Active Listings |
|---|---|---|
| Mar 2021 | 55% | 1,572 |
| Jun 2021 | 65% | 1,810 |
| Sep 2021 | 53% | 1,894 |
| Dec 2021 | 59% | 1,933 |
| Mar 2022 | 51% | 1,953 |
| Jun 2022 | 64% | 2,704 |
| Sep 2022 | 49% | 2,676 |
| Dec 2022 | 59% | 2,638 |
| Mar 2023 | 51% | 2,598 |
| Jun 2023 | 72% | 2,598 |
| Sep 2023 | 43% | 2,466 |
| Dec 2023 | 42% | 2,139 |
| Mar 2024 | 38% | 2,056 |
| Jun 2024 | 52% | 1,702 |
| Sep 2024 | 35% | 2,610 |
| Dec 2024 | 43% | 2,890 |
| Mar 2025 | 41% | 2,937 |
| Jun 2025 | 57% | 3,283 |
| Sep 2025 | 36% | 3,231 |
| Dec 2025 | 44% | 3,094 |
A typical Branson STR property generates median annual revenue of approximately $28,000 to $33,000 based on trailing 12-month data across seasonally strong and weak months. To put that in context using the full percentile spread: in a solid month like October 2025, the median property earned $2,758, the 75th percentile earned $4,462, and the 90th percentile earned $6,813. In a slow month like February 2026, the median drops to $832.
On an annualized basis, the bottom quartile of listings generates under $15,000 per year. The median performer generates roughly $28,000 to $32,000. Top-quartile properties (p75) reach $45,000 to $55,000, and the top decile can exceed $70,000.
Entry costs are modest relative to many STR markets. The typical home value in Branson is $245,093, and the median sale price is $276,450. With a 20% down payment on a $276,450 purchase, an investor puts in roughly $55,300 plus closing costs. At a median annual revenue of $30,000 and a 40% expense ratio (mortgage, taxes, insurance, HOA, management, maintenance), net operating income approximates $18,000, yielding a gross cap rate around 6.5% on purchase price. That math is sensitive to supply growth and seasonal occupancy swings, so underwriting to 2024 occupancy levels (38.6% average) rather than 2021 peaks is prudent. The housing market is deliberate: 74 days to pending and a 0.971 sale-to-list ratio indicate limited competition from other buyers and room to negotiate.
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Start Free TrialHome Value Trends
| Date | Typical Home Value |
|---|---|
| Mar 2021 | $222,815 |
| Dec 2021 | $257,578 |
| Sep 2022 | $293,554 |
| Jun 2023 | $293,411 |
| Mar 2024 | $293,776 |
| Dec 2024 | $294,014 |
| Sep 2025 | $293,985 |
Booking Insights
Branson’s booking patterns reflect the market’s mix of drive-to leisure travelers and advance-planning event attendees.
Average booking lead time is 28.4 days, with a median of 13 days. The large gap between average and median signals a bimodal distribution: a large share of bookings are last-minute (under two weeks out), while a smaller share of bookings are made 45 to 90+ days in advance for peak summer dates, festivals, and holiday programming. The median of 13 days means more than half of all bookings come in under two weeks before check-in.
Average length of stay is 4.1 nights, with a median of 2 nights. Again the gap reflects two distinct traveler types: weekend visitors (2 nights) and week-long vacationers (7 nights). Weekend demand is consistent year-round, which partially explains why even off-peak months show some occupancy.
For pricing strategy, the short booking window means dynamic pricing tools (Pricelabs, Wheelhouse) have strong signal to work with close to arrival. Properties that hold firm on rates too far out risk losing last-minute demand. The 2-night minimum is commonly used in this market given the median LOS, but operators targeting the week-long summer vacation segment may benefit from 3-night minimums in June and July to avoid costly gap nights between bookings.
Short-Term Rental Regulations
Branson operates a structured STR permit system that is manageable but requires active compliance from operators.
Permit requirement: All STRs must obtain a permit from the Branson Fire Department. The permit is issued after an approved fire safety inspection and costs $100 per unit or address. Permits expire three years after approval and can be transferred to new ownership, which is a significant operational benefit for buyers acquiring existing STR properties.
Tax obligations: Branson imposes a 4% tourism tax on all STR revenue. This tax is NOT remitted by Airbnb or VRBO on the city’s behalf. Hosts must collect it from guests and remit directly to the City of Branson Finance Department by the 20th of the following month. Missouri state sales tax (approximately 8%) also applies, filed quarterly. The combined tax rate is approximately 12%.
Tourism bond: A $100 tourism bond is collected at application. After three consecutive years of timely tourism tax payments, the bond is refundable.
State licensing: Hosts must obtain a Missouri State Sales Tax License for the address where they file sales tax returns.
Zoning: STRs are primarily permitted in designated resort areas and specific residential zones. Before purchasing, buyers should confirm the property’s zoning classification with Branson city planning to verify STR eligibility. Properties outside permitted zones cannot legally operate as STRs.
The regulatory framework is relatively permissive compared to many tourism markets. The per-unit fire inspection requirement adds a modest upfront cost but provides a clear operating license with multi-year validity.
Market Comparison
Branson occupies an unusual niche: a high-volume tourism destination with a small resident population and a large STR supply relative to its geography. The 3,077 active listings serving roughly 10 million annual visitors produces a visitor-to-listing ratio that makes Branson more comparable to coastal resort towns than typical Midwest cities.
On ADR, Branson’s market average of $228 sits below coastal markets like the Florida Gulf Coast or the Smoky Mountains, where ADRs typically range from $280 to $400. However, Branson’s lower median home price ($276,450 versus $450,000 to $700,000 in comparable leisure markets) provides a more favorable revenue-to-acquisition-cost ratio.
Occupancy at 40.2% for 2025 is below the STR national average of approximately 48% to 52% for established leisure markets. That gap is largely attributable to the deep winter trough (sub-25% in January and February). Operators who can attract off-season bookings through competitive pricing or targeting niche events close the gap significantly.
Supply growth from 1,821 to 3,079 listings since 2021 (69% increase) has compressed occupancy from the 2021 high of 53.7%. That said, ADR has held up: the 2025 average of $239 is actually higher than the 2021 average of $247 adjusted for the mix, and significantly higher than the 2022-2023 trough of $209 to $212. This suggests Branson has a demand base that supports rate discipline even as the listing pool expands.
Frequently Asked Questions About Branson, Missouri
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