Florence, Oregon Short-Term Rental Market
Florence and the Oregon Coast STR market averaged $285 ADR, 60.9% occupancy and $4,750 monthly revenue in September 2026.
Quick Answer: Florence, Oregon is an active short-term rental market. average occupancy in the Oregon Southern Coast market area is 61%. average monthly revenue in the Oregon Southern Coast market area is $4,750. average daily rate in the Oregon Southern Coast market area is $285. 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 (population 9,504) sits on the central Oregon Coast, about an hour west of Eugene. The short term rental performance figures on this page are measured at the level of the Oregon Coast STR market, a shared dataset that also covers Coos Bay, Bandon, Gold Beach and Brookings, so every performance number below describes the Oregon Coast STR market rather than Florence alone. Bedroom, channel, listing type and operator counts are tracked at a shared regional level rather than uniquely for Florence, so this profile omits them.
In September 2026 the Oregon Coast STR market posted an average daily rate of $285 and occupancy of 60.9%. Average monthly revenue per listing was $4,750. Compared with September 2025, occupancy is up 5.3%, ADR is up 4.8% and revenue is up 7.2%. Entire home listings averaged $288 per night, slightly above the all listings figure.
The longer record shows a market that peaked during the pandemic and has been rebuilding. Annual occupancy reached 71.0% in 2021, then slid to 52.2% in 2025. The 2026 year to date figure, covering nine months, is 56.4% occupancy at a $268 ADR and $4,211 average monthly revenue, ahead of 2025’s $252 ADR and $3,729. Rates have climbed every year since 2023 while occupancy is only now recovering.
Demand around Florence comes from drive market travelers from the Willamette Valley and the wider Pacific Northwest, plus RV and OHV riders drawn to the Oregon Dunes National Recreation Area. Historic Old Town, Sea Lion Caves and Heceta Head Lighthouse give visitors reasons to stay beyond dune season. Tourism contributes roughly $320 million to the local economy, according to the Florence visitor bureau.
Summing the twelve seasonal months gives average annualized revenue of $39,862 per listing for the Oregon Coast STR market. The market is strongly seasonal, as the seasonal section below details.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 36% |
| Feb | 46% |
| Mar | 54% |
| Apr | 51% |
| May | 57% |
| Jun | 69% |
| Jul | 78% |
| Aug | 77% |
| 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
Short term rentals are permitted in Florence, and the current regime is light touch. Operators must hold a City of Florence business license and register the rental with the City for lodging tax purposes. The permit type is listed as a city business license plus transient lodging tax registration. Permit cost and renewal period are not published.
The total local transient lodging tax is 9%, made up of 4% for the City of Florence and 5% for Lane County. It applies to stays under 30 consecutive days. Stays of 30 days or more, and federal employees on government business, are exempt. Operators must also register with the Oregon Department of Revenue for the state lodging tax and obtain a certificate of authority.
There is no published cap on nights per year. The city does not require owner occupancy or primary residence, and there is no city wide zoning ban on short term rentals in residential areas. The main zoning restriction is that an accessory dwelling unit may not be used as a short term rental. Short term rentals are defined in Florence City Code Title 3, Chapter 7 as residential dwelling units rented for transient occupancy of under 30 days. Oregon state law (ORS 479.270) also requires working smoke detectors in all rental dwellings.
Enforcement is rated minimal and centers on business license compliance and tax collection rather than caps or density limits.
Rules may tighten. On September 12, 2024 the City Council held a work session on a draft short term rental business license ordinance, a proposed new Title 3, Chapter 13. As of mid 2026 the city’s published guidance still lists only the existing requirements, but a final ordinance may be adopted or near adoption. Verify current status with Florence Planning and Development before buying.
Market Comparison
September 2026 occupancy of 60.9% and a $285 ADR in the Oregon Coast STR market sit above the 2025 annual averages of 52.2% occupancy and a $252 ADR.
That level is not constant through the year. In January, occupancy of 35.9% and a $182 ADR fall well below the July peak of 78.3% occupancy and a $257 ADR. The market performs best from June through September, when occupancy runs between 63.1% and 78.3% and ADR sits between $232 and $257, with the strongest results in July and August.
Growth is also solid. Year over year, occupancy is up 5.3%, ADR is up 4.8% and revenue is up 7.2%. Even so, 2025 annual occupancy was 52.2%, well below the summer peak, which shows that results lean on rate and on the summer season rather than year round demand.
Operators are tracked at a shared regional level rather than uniquely for Florence, so this profile omits them. For comparison with other Oregon Coast towns, remember that Coos Bay, Bandon, Gold Beach and Brookings share these same metrics, so differences between those towns come from local regulations, home prices and property quality rather than from the performance data shown here.
Frequently Asked Questions About Florence, Oregon
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