Highlands, North Carolina Short-Term Rental Market
Highlands, NC STRs averaged $210/night at 44.4% occupancy in April 2026 across roughly 12,400 active listings.
Quick Answer: Highlands, North Carolina is an active short-term rental market. average occupancy in the North Carolina Mtns market area is 58%. average monthly revenue in the North Carolina Mtns market area is $3,793. average daily rate in the North Carolina Mtns market area is $251. the top operator in the North Carolina Mtns market area is Evolve with 725 listings. market score is 70/100 (grade C).
Market data reflects the North Carolina Mtns regional market, which includes Highlands. Regulations, taxes, and permit details below are specific to Highlands.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Highlands sits at 4,118 feet on the Highlands-Cashiers Plateau in western North Carolina, making it one of the highest towns east of the Mississippi. The short-term rental market here is large relative to the town’s 1,074 permanent residents: approximately 12,400 active listings compete for a seasonal visitor base that peaks sharply in summer and fall. In April 2026, the market posted a 44.4% average occupancy rate and an average daily rate of $209.82, producing average monthly revenue of $2,509. Year over year, occupancy rose 3.3%, ADR edged up 0.35%, and revenue grew 5.7%. Entire-place listings dominate at 12,099 (97.6% of all listings); private rooms account for only 303. The bedroom mix is broadly distributed: 1-bedroom units number 2,999; 2-bedroom units 3,826; 3-bedroom units 3,374; 4-bedroom units 1,423; and 5-bedroom or larger units 766. Airbnb is the primary distribution channel, with 7,567 listings appearing on both Airbnb and VRBO, 3,372 listed only on Airbnb, and 1,463 listed only on VRBO. The market’s overall investability score is 80.94 out of 100, though rental demand scores lower at 59.42 and the regulatory score of 74.15 requires careful interpretation given the active amortization ordinance described below.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 32% |
| Feb | 41% |
| Mar | 47% |
| Apr | 47% |
| May | 49% |
| Jun | 61% |
| Jul | 68% |
| Aug | 56% |
| Sep | 49% |
| Oct | 61% |
| Nov | 49% |
| Dec | 46% |
Month-by-month nightly rates and revenue figures for Highlands are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in North Carolina Mtns market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the North Carolina Mtns market as a whole, which includes Highlands, so these counts are not Highlands-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Evolve | 725 | 35,200 | ★ 4.76 |
| 2 | Vacasa | 463 | 17,166 | ★ 4.47 |
| 3 | Yonder | 118 | 3,770 | ★ 4.71 |
| 4 | Rumbling Bald Resort | 112 | 412 | ★ 4.35 |
| 5 | Bryson City Cabin Rentals | 112 | 1,406 | ★ 4.64 |
What Kind of STR Should I Buy in Highlands?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Highlands 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 | 27.2% |
| vrbo | 11.8% |
| both | 61% |
Home Value Trends (Highlands)
Typical home values, median sale prices, and the 10-year price trend for Highlands 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 Highlands — 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
Highlands has one of the most restrictive STR regulatory environments in the Southeast. New STRs have been prohibited in R-1 (low-density residential) and R-2 (medium-density residential) zones since September 15, 2022. R-1 bans STRs entirely. R-2 permits only Tourist Homes, defined as bed-and-breakfast or inn operations with no more than four guest rooms, and only via Special Use Permit. STRs in B-4 commercial zones remain permitted. All operating STRs must hold a town permit. Grandfathered nonconforming units that were operating before September 15, 2022 must hold a Nonconforming Use Permit and may not expand beyond prior use. On September 19, 2024, the Highlands Board of Commissioners voted 4 to 1 to amortize all existing nonconforming STRs in R-1 and R-2 zones, requiring them to cease operations by September 19, 2027. The Macon County room occupancy tax is 3%, in addition to applicable state and local sales taxes. Properties on town sewer are capped at 12 guests. The Institute for Justice has publicly challenged the amortization ordinance as potentially unconstitutional under North Carolina law, citing a precedent from Wilmington. Investors should consult counsel before purchasing with STR intent, as residential-zone STR operations face a defined end date.
Market Comparison
The national median STR occupancy is approximately 55% and the median ADR is around $220. Highlands at 44.4% occupancy in April 2026 trails the national occupancy median, reflecting both the off-peak timing of April and the market’s pronounced seasonality. Its April ADR of $209.82 is close to, but slightly below, the national median. However, peak-month performance (July: 67.93% occupancy, $226 ADR) exceeds national occupancy norms and approaches national ADR medians. Three operators dominate the Highlands market. Evolve leads with 725 listings and 35,200 reviews (average rating 4.764). Vacasa operates 463 listings with 17,166 reviews (rating 4.469). Yonder manages 118 listings with 3,770 reviews (rating 4.714). Collectively these three account for 1,306 listings, roughly 10.5% of the approximately 12,400-listing market. The high concentration of professionally managed inventory, combined with a luxury tier ADR 70% above the market average, suggests that quality and management quality drive meaningful revenue differentiation.
Frequently Asked Questions About Highlands, North Carolina
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