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).
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.
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
| Month | Occupancy |
|---|---|
| Jan | 33% |
| Feb | 41% |
| Mar | 50% |
| Apr | 41% |
| May | 44% |
| Jun | 53% |
| Jul | 53% |
| Aug | 42% |
| Sep | 39% |
| Oct | 42% |
| Nov | 41% |
| Dec | 37% |
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.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Evolve | 774 | 27,617 | ★ 4.71 |
| 2 | Vacasa | 238 | 8,722 | ★ 4.67 |
| 3 | FCR Partners, LP | 103 | 172 | ★ 4.68 |
| 4 | Neal’s Lodges | 97 | 170 | ★ 4.79 |
| 5 | 979 Vacation Property Services | 96 | 3,231 | ★ 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 | Share |
|---|---|
| airbnb | 46.4% |
| vrbo | 10.1% |
| both | 43.5% |
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
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