Hollister, Missouri Short-Term Rental Market
Hollister, MO STRs averaged $214/night at 32.2% occupancy in April 2026, serving an 8,573-listing Branson-adjacent market.
Quick Answer: Hollister, Missouri is an active short-term rental market. average occupancy in the The Ozark Mtns market area is 68%. average monthly revenue in the The Ozark Mtns market area is $6,112. average daily rate in the The Ozark Mtns market area is $334. the top operator in the The Ozark Mtns market area is Thousand Hills Vacations with 563 listings. market score is 68/100 (grade C).
Market data reflects the The Ozark Mtns regional market, which includes Hollister. Regulations, taxes, and permit details below are specific to Hollister.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Hollister is a small Ozarks city in Taney County, Missouri, located directly across Lake Taneycomo from Branson, one of the most-visited entertainment destinations in the Midwest. The Branson metropolitan area draws an estimated 10 million visitors annually, and Hollister’s STR market is deeply integrated with that tourism economy.
As of April 2026, Hollister STRs posted an average daily rate of $214 and an occupancy rate of 32.2%, generating a RevPAR of $69. April is a shoulder month in this market, and the figures reflect off-peak conditions. Year over year, occupancy declined 4.5 percentage points, ADR slipped 0.3%, and revenue fell 6.8%, a softening trend that warrants attention.
The market carries approximately 8,573 active listings, of which 8,483 (99%) are entire-place stays. Private rooms account for just 89 listings. The bedroom mix is weighted toward smaller units: 2-bedroom listings lead at 3,401, followed by 1-bedroom at 2,021, 5-bedroom at 1,046, 3-bedroom at 1,430, and 4-bedroom at 660. The dual-channel presence is strong, with 5,938 listings appearing on both Airbnb and VRBO, while 1,598 are Airbnb-only and 1,037 are VRBO-only.
Seasonal Patterns
| Month | Occupancy | ADR | Revenue |
|---|---|---|---|
| Jan | 16% | $179 | $1,195 |
| Feb | 30% | $177 | $1,229 |
| Mar | 53% | $207 | $2,570 |
| Apr | 34% | $196 | $2,048 |
| May | 47% | $222 | $2,545 |
| Jun | 69% | $277 | $4,879 |
| Jul | 74% | $265 | $5,330 |
| Aug | 50% | $241 | $3,500 |
| Sep | 41% | $213 | $2,430 |
| Oct | 51% | $211 | $2,983 |
| Nov | 48% | $221 | $2,903 |
| Dec | 47% | $233 | $3,241 |
Top Short-Term Rental Operators in The Ozark Mtns market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the The Ozark Mtns market as a whole, which includes Hollister, so these counts are not Hollister-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Thousand Hills Vacations | 563 | 17,488 | ★ 4.63 |
| 2 | Grand Welcome | 418 | 20,714 | ★ 4.78 |
| 3 | RentBranson | 373 | 16,143 | ★ 4.76 |
| 4 | Evolve | 348 | 25,306 | ★ 4.68 |
| 5 | Christian Taylor Vacations | 244 | 1,598 | ★ 4.55 |
What Kind of STR Should I Buy in Hollister?
Revenue and pricing by property type, tier, and bedroom count.
Revenue by Bedroom Count
| 1 bed | 2,021 |
| 2 bed | 3,401 |
| 3 bed | 1,430 |
| 4 bed | 660 |
| 5 bed | 1,046 |
ADR by Property Tier
| Entire Home | $336 |
| Luxury | $547 |
| Professionally Managed | $355 |
Revenue by Dwelling Type
| Apartment | $3,759 |
| Entire Place | $6,154 |
| House | $9,331 |
Booking Channel Mix
Distribution of bookings across major STR platforms.
| Channel | Share |
|---|---|
| airbnb | 18.6% |
| vrbo | 12.1% |
| both | 69.3% |
Investment Analysis
Hollister’s investment profile is anchored by its proximity to Branson’s year-round entertainment draw and a relatively affordable entry cost. The Zillow typical home value for this area is approximately $294,300. At the April 2026 monthly revenue of $2,200, annualized revenue projects to roughly $26,400 per year. Using the typical home value as a rough entry cost proxy, the implied gross yield would be approximately 9.0%. This figure should be treated as illustrative only: the typical home value is a residential estimate, actual acquisition costs for investment properties may differ, and this calculation excludes operating expenses, financing costs, and vacancy beyond what the occupancy rate reflects.
The rate spread across tiers is modest. The all-listings ADR of $214 compares to $215 for entire-home listings, $218 for professionally managed units, and $363 for the luxury tier. The professionally managed premium is narrow at roughly $4 per night, suggesting the Hollister market is more commodity-priced at the operator level. The luxury tier at $363 is 70% above the market average, representing a meaningful differentiation opportunity for high-end properties. The luxury premium over the all-listings ADR is approximately $150 per night.
The YoY trend is negative across all three metrics in April 2026: occupancy -4.5%, ADR -0.3%, revenue -6.8%. This follows a 2024 and 2025 period of solid annual performance (2024 avg revenue $3,483/month, 2025 avg $3,551/month). April 2026 weakness likely reflects seasonal and market-mix effects; the full 2026 trajectory warrants monitoring.
Revenue Trend (5 yr)
ADR & Occupancy Trends (5 yr)
Run a Free Address Analysis
Skip the market averages. Get revenue projections, comp analysis, and ROI for your specific property address. Free, instant, no signup required.
Analyze My Property →Home Value Trends (Hollister)
Booking Insights
Hollister STR bookings carried an average lead time of 43 days in April 2026, about six weeks in advance. This shorter lead time relative to beach markets reflects the nature of Branson tourism, which includes a mix of planned theater bookings, spontaneous Ozarks getaways, and event-driven trips.
Average length of stay was 3.2 nights in April 2026. This is consistent with a weekend-to-midweek getaway pattern common at entertainment-driven destinations where guests come for a show or event rather than an extended vacation. Shorter stays mean higher turnover, which increases housekeeping costs per booking. Operators should factor this into pricing to ensure per-turn costs are adequately covered, particularly during the off-peak months when occupancy is thin.
Short-Term Rental Regulations
Short-term rentals are legal in Hollister and treated as lodging establishments under city code. Any transient guest (any rental of 31 days or fewer) triggers lodging establishment requirements.
To legally operate, an STR in Hollister must obtain a city business license from the City Clerk with a Tourism Tax License annotation. As a condition of that license, the operator must demonstrate compliance with the city’s Tourism Tax ordinance and hold a current Missouri retail sales tax license. Additionally, Missouri requires a state lodging establishment license through the Department of Health and Senior Services.
A 5% city tourism tax applies to all charges for sleeping accommodations paid by transient guests, including nightly and weekly STRs. Combined local sales tax in Hollister runs approximately 8-9% on top of the tourism tax. No statutory cap on nights per year was found, and no owner-occupancy or primary-residence requirement applies.
A building-code trigger exists: single-family homes or townhomes used for stays under 30 days that are located in a commercial zoning district or Planned Development District must be equipped with a residential fire sprinkler system (NFPA 13D). This requirement depends on the parcel’s zoning placement, which operators should confirm with the City Clerk and Planning and Zoning before operating. Enforcement is rated moderate.
Market Comparison
Hollister’s April 2026 ADR of $214 is near the national STR median of approximately $220, while its 32.2% April occupancy sits well below the US median of about 55%. The low April occupancy is seasonal, not structural; the July peak at 74.1% well exceeds the national average.
The investability score of 96.0 is exceptionally high, and the revenue growth score of 71.3 is above average. These scores reflect the structural advantages of proximity to a 10-million-visitor destination with diverse demand drivers. The seasonality score of 42.7 is the main risk flag.
The operator landscape is more concentrated than most markets. Thousand Hills Vacations leads with 563 listings and a 4.63 rating across 17,488 reviews. Grand Welcome follows with 418 listings at 4.78 and 20,714 reviews. RentBranson holds 373 listings at 4.76 and 16,143 reviews. Together these three account for 1,354 listings, roughly 15.8% of the market. The large established operators provide meaningful competition for professional management agreements, but the market is large enough that independent operators remain viable.
Frequently Asked Questions About Hollister, Missouri
What is the average daily rate for STRs in Hollister, MO?
When is peak season for Hollister, MO STRs?
Do I need a license to operate a short-term rental in Hollister, MO?
What taxes apply to short-term rentals in Hollister, MO?
What is the typical home value near Hollister, MO?
Who are the top STR property managers in Hollister, MO?
How does Hollister's STR revenue trend look?
Analyze Hollister Rentals
Use our free calculator to estimate Airbnb revenue for any property in Hollister.
Free Hollister STR Calculator →
