Florence, Oregon Short-Term Rental Market
Florence, OR STRs averaged $242/night at 46.8% occupancy in April 2026 across 1,787 active listings.
Quick Answer: Florence, Oregon is an active short-term rental market. average occupancy in the Oregon Southern Coast market area is 69%. average monthly revenue in the Oregon Southern Coast market area is $5,558. average daily rate in the Oregon Southern Coast market area is $307. the top operator in the Oregon Southern Coast market area is Vacasa with 309 listings. market score is 56/100 (grade C).
Market data reflects the Oregon Southern Coast regional market, which includes Florence. Regulations, taxes, and permit details below are specific to Florence.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Florence, Oregon sits on the Central Oregon Coast roughly one hour west of Eugene, anchored by the Oregon Dunes National Recreation Area and Historic Old Town. The short-term rental market here is substantial, with approximately 1,787 active listings tracked across platforms. In April 2026, the market posted an average daily rate of $242 and occupancy of 46.8%, producing a RevPAR of $113. Year-over-year, ADR climbed 7.4% and revenue grew 2.1%, while occupancy ticked up 0.6 percentage points.
The listing mix skews heavily toward entire-place rentals, which account for 1,712 of 1,787 tracked listings (96%), with just 75 private-room listings. By bedroom count, the market is well distributed across smaller and mid-size units: 1-bedroom (526 listings), 2-bedroom (535), 3-bedroom (449), 4-bedroom (196), and 5-bedroom (78). By channel, 965 listings appear on both Airbnb and VRBO, 564 on Airbnb only, and 258 on VRBO only, indicating strong cross-platform exposure. The market’s rental demand score is 82.5 out of 100 and its investability score is 76.7, both above average for coastal Oregon markets.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 36% |
| Feb | 46% |
| Mar | 54% |
| Apr | 51% |
| May | 57% |
| Jun | 69% |
| Jul | 78% |
| Aug | 78% |
| Sep | 63% |
| Oct | 51% |
| Nov | 46% |
| Dec | 42% |
Month-by-month nightly rates and revenue figures for Florence are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in Oregon Southern Coast market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Oregon Southern Coast market as a whole, which includes Florence, so these counts are not Florence-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Vacasa | 309 | 20,502 | ★ 4.38 |
| 2 | Evolve | 65 | 4,396 | ★ 4.72 |
| 3 | ITrip Vacations | 45 | 3,678 | ★ 4.76 |
| 4 | Whales Watch Vacation Rentals | 32 | 3,057 | ★ 4.89 |
| 5 | Premier Ocean Properties | 28 | 1,369 | ★ 4.69 |
What Kind of STR Should I Buy in Florence?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Florence 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 | 31.6% |
| vrbo | 14.4% |
| both | 54% |
Home Value Trends (Florence)
Typical home values, median sale prices, and the 10-year price trend for Florence 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 Florence — 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
Florence currently operates under a light-touch STR framework. Operators must hold a City of Florence business license and register with the city to collect and remit lodging tax. The total transient lodging tax is 9%: 4% city-level plus 5% Lane County. This applies to all stays under 30 consecutive days. Stays of 30 or more days are exempt, as are federal employees on government business.
Operators must also register with the Oregon Department of Revenue for the state transient lodging tax and obtain a certificate of authority. There is no published annual night cap, no owner-occupancy requirement, and no primary-residence requirement. The main zoning restriction is that accessory dwelling units (ADUs) may not be used as STRs under current Florence City Code.
Enforcement is currently minimal, focused on business-license compliance and tax collection rather than density limits or caps. However, investors should be aware that the City Council held a work session in September 2024 on a proposed new STR ordinance (Title 3, Chapter 13) that would introduce a dedicated business-license framework. As of mid-2026, the city’s published guidance still reflects existing requirements, but a final ordinance may be near adoption. Verify current status with Florence Planning and Development before committing capital.
Market Comparison
Florence’s April 2026 ADR of $242 runs above the national STR median of approximately $220, reflecting the premium that Oregon Coast beach and dune-access properties command. Occupancy at 46.8% in April is below the US STR median of roughly 55%, but April is still shoulder season for this market; summer months push occupancy to 77-78%, well above national norms.
The market’s seasonality score of 51.3 out of 100 and regulation score of 57.7 reflect the dual reality: meaningful seasonal swings and a regulatory environment that is permissive today but potentially changing.
The professional management landscape is dominated by Vacasa, which operates 309 listings and holds the largest share of the market’s roughly 1,787 total listings. Evolve follows with 65 listings and a 4.72 average rating across 4,396 reviews. ITrip Vacations holds 45 listings with a 4.76 rating. Locally focused operators Whales Watch Vacation Rentals (32 listings, 4.89 rating) and Premier Ocean Properties (28 listings, 4.69 rating) round out the top five. Vacasa’s 309 listings represent approximately 17% of the total market, a meaningful but not monopolistic share.
Frequently Asked Questions About Florence, Oregon
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