Brian Head, Utah Short-Term Rental Market
Brian Head and the Southern Utah plateau STR market hit $289 ADR, 44.9% occupancy and $3,817 revenue in August 2026.
Quick Answer: Brian Head, Utah is an active short-term rental market. average occupancy in the Utah Area market area is 49%. average monthly revenue in the Utah Area market area is $3,172. average daily rate in the Utah Area market area is $237. the top operator in the Utah Area market area is Evolve with 338 listings. market score is 53/100 (grade D).
Market data reflects the Utah Area regional market, which includes Brian Head. Regulations, taxes, and permit details below are specific to Brian Head.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Brian Head is a ski town at the top of Utah’s Patchwork Parkway (SR-143), 3 miles from Cedar Breaks National Monument. Short-term rental performance data for Brian Head is tracked at a shared level for the Southern Utah plateau area. That area covers Brian Head, Parowan, Panguitch, and Glendale, plus Mount Pleasant in Sanpete County, which lies further north. All performance numbers below describe the Southern Utah plateau STR market, not Brian Head alone.
In August 2026, the area’s average daily rate (ADR) was $289 and occupancy was 44.9%. Average monthly revenue per listing was $3,817. Compared with August 2025, occupancy was down 6.1%, ADR was up 4.7%, and revenue was up 2.3%.
Annual averages show rising rates against softer occupancy. Occupancy averaged 58.9% in 2021 and 47.6% in 2025. ADR rose over the same period, from $218 in 2021 to $258 in 2025. Through August 2026, the year to date figures are 48.4% occupancy and a $278 ADR. Average monthly revenue was $3,409 in 2021 and $3,367 in 2025, so higher rates have almost replaced the lost occupancy.
Brian Head Resort draws about 150,000 visits a year, and roughly 70% of them are destination guests. The resort is Utah’s highest ski area, with a base at 9,600 feet, and it recorded a record 178 skiable days in the 2024-25 season. Summer demand comes from mountain biking, hiking, and Cedar Breaks. Visitors come mainly from Southern California, Arizona, Las Vegas, and Salt Lake City. The town has 157 residents and limited lodging, so many guests stay in Cedar City.
The listing type mix, bedroom mix, channel split, and property manager rankings for this area are tracked at a shared regional level rather than uniquely for Brian Head, so this profile omits them.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 38% |
| Feb | 47% |
| Mar | 50% |
| Apr | 46% |
| May | 55% |
| Jun | 59% |
| Jul | 59% |
| Aug | 49% |
| Sep | 49% |
| Oct | 49% |
| Nov | 41% |
| Dec | 46% |
Month-by-month nightly rates and revenue figures for Brian Head are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in Utah Area market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Utah Area market as a whole, which includes Brian Head, so these counts are not Brian Head-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Evolve | 338 | 18,623 | ★ 4.75 |
| 2 | Vacasa | 150 | 4,266 | ★ 4.51 |
| 3 | Family Time Vacation Rentals | 124 | 3,954 | ★ 4.47 |
| 4 | Stay Midway | 96 | 824 | ★ 4.13 |
| 5 | Midway Vacation Properties | 89 | 2,048 | ★ 4.52 |
What Kind of STR Should I Buy in Brian Head?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Brian Head 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 | 37.4% |
| vrbo | 6.9% |
| both | 55.6% |
Home Value Trends (Brian Head)
Typical home values, median sale prices, and the 10-year price trend for Brian Head 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 Brian Head — 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
Brian Head requires an Annual Nightly Rental Business License for all stays under 30 consecutive days. The rule sits in Town Code Title 3, Chapter 2A, amended by Ordinance 25-004 in 2025. The area profile could not confirm what that amendment changed because the text is a scanned PDF. Fees and licensing steps appear consistent with the prior code.
The new application fee is $151 per unit. An annual cost of service fee is $536 per cabin or $197 per condo. Renewal is $122 per unit, and licenses expire each September 30. A fire inspection is required before the license is issued and every two years after, at $30 per inspection. Processing can take more than 30 business days.
Properties must connect to municipal water, and water hauling is not allowed for commercial use. Nightly rentals are allowed in all residential zones. The town has no owner-occupancy requirement, no primary-residence requirement, and no identified cap on nights per year.
Total lodging tax is about 11.27%. It includes Utah sales tax of 4.85%, the Iron County transient room tax of 4.25%, and the Brian Head Resort Communities Tax of 1.6%. The town also charges a 1.5% Enhanced Service Fee on quarterly gross earnings. Airbnb and VRBO collect taxes automatically. Operating without a license is a Class B misdemeanor with fines up to $1,000. Enforcement is rated moderate.
Market Comparison
The US benchmark is roughly 55% occupancy and a $220 ADR. In 2025 the Southern Utah plateau area averaged 47.6% occupancy and a $258 ADR. Occupancy ran about 7.4 points below the benchmark, and ADR ran about 17% above it.
The August 2026 numbers show a similar picture. Occupancy was 44.9%, and ADR was $289, more than 30% above the benchmark. The market earns its returns from rate, not from volume.
Occupancy peaked at 58.9% in 2021 and has since fallen each year to 47.6% in 2025. ADR rose from $217 in 2020 to $258 in 2025. The 2026 year to date ADR is $278.
Top property manager rankings and listing counts for this area are tracked at a shared regional level rather than uniquely for Brian Head, so this profile omits them. Buyers should compare local listings in Brian Head directly before using the regional averages as a forecast.
Frequently Asked Questions About Brian Head, Utah
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