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  4. Denison

Denison, Texas

Short-Term Rental Market Data & Investment Analysis

Denison, Texas Short-Term Rental Market

Denison, TX short-term rentals averaged $271/night at 52.6% occupancy in June 2026, with revenue up 0.8% year over year.

Quick Answer: Denison, Texas is an active short-term rental market. average occupancy in the Texas East Area market area is 53%. average monthly revenue in the Texas East Area market area is $3,860. average daily rate in the Texas East Area market area is $271. the top operator in the Texas East Area market area is Evolve with 774 listings. market score is 63/100 (grade C).

Avg Monthly Revenue
$3,860
↑ 0.8% YoY
53%
Occupancy
↑ 2.7% YoY
$271
Avg Daily Rate
↓ 0.2% YoY
48.3 days avg lead time4.1 avg length of stay

Market data reflects the Texas East Area regional market, which includes Denison. Regulations, taxes, and permit details below are specific to Denison.

Market Score Breakdown

Five dimensions StaySTRA evaluates per market.

Regulation60
Seasonality75
Investability89
Rental Demand58
Revenue Growth61

Market Overview

Denison, Texas sits on the shore of Lake Texoma in Grayson County, with a population of 26,446. The market posted an average daily rate of $271.39 and 52.57% occupancy for the month, with a trailing average revenue per listing of about $3,859.60. Year over year, occupancy is up 2.80% and revenue is up 0.81%, while ADR is down 6.67%, suggesting rate softening is being partly offset by more bookings. Average booking lead time is 48.27 days and average length of stay is 4.06 nights, consistent with multi-day lake vacation trips rather than quick overnight visits. Demand is anchored by Lake Texoma tourism, one of the largest reservoirs in the country, along with Denison’s own draws, including Eisenhower State Park and the Eisenhower Birthplace State Historic Site, which add outdoor-recreation and heritage-tourism demand within the city itself.

Seasonal Patterns

Monthly seasonal data for Denison, Texas
MonthOccupancy
Jan33%
Feb41%
Mar50%
Apr41%
May44%
Jun53%
Jul53%
Aug42%
Sep39%
Oct42%
Nov41%
Dec37%

Month-by-month nightly rates and revenue figures for Denison are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.

Top Short-Term Rental Operators in Texas East Area market area

Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Texas East Area market as a whole, which includes Denison, so these counts are not Denison-only figures.

#OperatorListingsReviewsRating
1Evolve77427,617★ 4.71
2Vacasa2388,722★ 4.67
3FCR Partners, LP103172★ 4.68
4Neal’s Lodges97170★ 4.79
5979 Vacation Property Services963,231★ 4.62

What Kind of STR Should I Buy in Denison?

Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Denison 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 mix
ChannelShare
airbnb46.4%
vrbo10.1%
both43.5%

Investment Analysis

The full investment analysis for Denison — gross-yield math against current home values, plus 5-year monthly revenue, nightly-rate, and occupancy trend charts — is available to StaySTRA Pro members and updates monthly. The figures shown elsewhere on this page are the free market snapshot.

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Home Value Trends (Denison)

Typical home values, median sale prices, and the 10-year price trend for Denison 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 Denison — 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 Denison, and the city takes a light-touch regulatory approach. Texas has no statewide STR license, and Denison has not adopted a dedicated STR ordinance, permit, or license. Instead, the city requires zoning verification: an owner must confirm the dwelling sits in an appropriately zoned area under Chapter 28 of the zoning code before operating, since short-term rentals are not explicitly defined and permitted uses run through the district use tables. The city also offers a voluntary Rental Registration Program that gives registered owners benefits such as a discount on certain repair permits, but registration is optional and not STR-specific.

There is no owner-occupancy or primary-residence requirement, and no cap on nights rented per year. The clearest firm requirement is tax: operators must collect and remit the city’s 7.0% Hotel Occupancy Tax, registering with Avenu Insights and remitting monthly by the 15th, on top of the Texas state 6% hotel tax. Enforcement is rated minimal, and permit cost was not published in the current profile. Denison’s zoning code dates to a 2009 comprehensive ordinance with periodic amendments, and operators should confirm current status with Planning and Zoning directly, since no dedicated STR-specific rule change has been recorded.

Market Comparison

Denison’s 52.57% occupancy runs slightly below the commonly cited US short-term rental median of about 55%, and its $271.39 ADR sits above the roughly $220 national median ADR, about 23% higher. That combination points to a market that prices at a premium to the national average while filling slightly fewer nights than a typical US market. Property-manager-level and total-listing-count data for this market is currently only available as a shared regional rollup across dozens of Texas markets rather than a Denison-specific figure, so it is omitted here.

Frequently Asked Questions About Denison, Texas

What is the average daily rate for short-term rental listings in Denison, TX?
Denison short-term rentals average $271 per night across all listing types. Nightly-rate breakdowns by property tier are available with StaySTRA Pro.
What is the short-term rental occupancy rate in Denison?
Denison’s average occupancy was 52.57% in June 2026, up 2.80% year over year even as ADR fell 6.67%.
Are short-term rentals legal in Denison, Texas?
Yes. Denison has no dedicated STR ordinance or permit; operators must verify the property’s zoning under Chapter 28 and collect the city’s 7.0% Hotel Occupancy Tax. Enforcement is rated minimal.
What is the best month to operate a short-term rental in Denison?
Occupancy in Denison peaks in Jul (53%) and is softest in Jan (33%). Month-by-month rate and revenue figures are available with StaySTRA Pro.
How much lodging tax applies to short-term rentals in Denison?
Operators collect and remit a 7.0% city Hotel Occupancy Tax through Avenu Insights, in addition to the Texas state 6% hotel tax.
What does a typical home cost in the Denison short-term rental market?
Zillow’s typical home value was $226,465.50 as of June 2026, with a median sale price of $196,750.00 and 383 homes for sale.
Denison, TexasRev $3,860ADR $271Occ 53%Score C (63)

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Table of Contents

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Quick Facts: Texas East Area market area

Avg Daily Rate
$271
Occupancy Rate
53%
Avg Revenue/Mo
$3,860
Denison Population
26,446

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