Mary Esther, FL Airbnb Market Data, Statistics, and Occupancy Rates

Mary Esther Short-Term Rental Market Overview

Mary Esther, FL sits along the Emerald Coast and benefits from the same Gulf-front draw that powers short-term rental demand across the Florida panhandle. With an ROI score of 71 out of 100 and an above-average revenue-to-price ratio, this compact market of 36 active listings offers investors favorable entry points — average home values of $443,121 pair with historical annual revenue of $54,352. Seasonality is pronounced, but summer peak months deliver outsized returns that help offset quieter winter periods.

Key Market Statistics

According to Rabbu market data, the Mary Esther short-term rental market shows:

Data sources: Rabbu proprietary analytics as of Apr, 27 2026 and Zillow Home Value Index (ZHVI) as of Mar, 17 2026.

Why Investors Consider Mary Esther

Mary Esther attracts STR investors thanks to its coastal tourism appeal, relatively affordable property prices compared to neighboring beach markets, and strong summer revenue that boosts annual returns.

Expert Market Assessment

"Mary Esther presents an attractive opportunity for investors who can tolerate sharp seasonality in exchange for strong summer earnings. July alone averages $12,409 in revenue — more than ten times what January delivers — so annual performance hinges heavily on a four-month peak window from May through August. The market's above-average revenue-to-price ratio and growing but still-small supply base create a favorable competitive environment, though occupancy at 40% lags the 54% Florida state average, underscoring the seasonal nature of demand. Overall, this is a market suited to investors comfortable with a vacation-rental rhythm rather than steady year-round cash flow."

— Rabbu Market Analysis Team

Key Airbnb Metrics & Trends in Mary Esther

Average revenue by month in Mary Esther

Mary Esther's revenue seasonality is dramatic — July leads at $12,409 while January bottoms out at just $1,089, creating an 11:1 peak-to-trough ratio. The core earning season runs May through August, accounting for the bulk of annual income, so investors should plan budgets and pricing strategies around this concentrated summer window.

Active Airbnb listings by property size in Mary Esther

Supply in Mary Esther is split between 3-bedroom properties (16 listings) and 2-bedroom units (11 listings), with no data on studio, 1-bedroom, or 4+ bedroom configurations. This narrow supply mix could signal an opportunity for investors willing to differentiate with larger or smaller properties that aren't currently represented in the market.

Average daily rate (ADR) by property size in Mary Esther

ADR is remarkably flat across property sizes, with 2-bedrooms at $174 and 3-bedrooms at $170 per night. The lack of a premium for the larger configuration suggests that guests in this market are price-sensitive and that 2-bedroom investors may capture slightly better per-room rates.

Average RevPAN by property size in Mary Esther

Revenue per available night favors 2-bedroom listings at $73 compared to $69 for 3-bedrooms, reflecting the slightly higher ADR and marginally better occupancy of smaller units. The gap is modest, though, and 3-bedroom properties still generate more total revenue due to their higher absolute booking volume.

Average occupancy rates by property size in Mary Esther

Occupancy rates are nearly identical across property sizes — 42% for 2-bedrooms and 41% for 3-bedrooms — indicating that demand is consistent regardless of unit size. Both figures sit below the Florida average of 54%, reinforcing the seasonal nature of this coastal market.

Average monthly revenue by property size in Mary Esther

Three-bedroom listings earn $4,369 per month on average compared to $3,382 for 2-bedrooms, a roughly 29% premium that reflects their ability to accommodate larger vacation groups. For investors weighing acquisition costs, the additional monthly revenue from a third bedroom may help justify the higher purchase price.

Average annual revenue by property size in Mary Esther

On an annual basis, 3-bedroom properties generate $52,437 while 2-bedroom units bring in $40,590 — a difference of nearly $12,000. Given the revenue gap, 3-bedroom investments appear to offer stronger return potential, though investors should weigh this against potentially higher purchase and maintenance costs.

Most common amenities for Airbnb listings in Mary Esther

Kitchens and washers appear in 100% of listings, with dryers and parking at 97%, signaling that these are baseline expectations rather than differentiators. Outdoor features like BBQ grills (81%), patios (81%), and waterfront access (53%) are the real competitive amenities in this beach-adjacent market, and investors lacking these may struggle to attract peak-season bookings.

Understanding Mary Esther's ROI Score: 71/100

Rabbu's ROI Score is a proprietary metric that evaluates short-term rental investment potential based on multiple factors.

How the ROI Score is Calculated

What This Means for Investors

Mary Esther's ROI score of 71 out of 100 places it in the "Attractive Opportunity" band, driven primarily by an above-average revenue-to-price ratio — meaning the income potential relative to what you'll pay for a property compares favorably to many Florida markets. Occupancy stability and supply/demand balance rate as average, reflecting the market's seasonal character and growing but still manageable competition. Investors should pair these metrics with thorough research into local permitting and tax requirements to build a complete picture before committing capital.

Short-Term Rental Regulations in Mary Esther

Understanding local STR regulations is essential before investing in Mary Esther. Here's the current regulatory landscape:

Permit Requirements

Short-term rental operators in Mary Esther, FL should verify whether a local business tax receipt or STR registration is required by the city, and Florida state law mandates that all vacation rental properties register with the Florida Department of Business and Professional Regulation (DBPR). Investors are encouraged to confirm current permit requirements directly with Mary Esther city officials and the Okaloosa County administration before listing.

Key Restrictions

Common STR restrictions in Florida coastal communities can include occupancy limits based on property size, minimum-stay requirements, noise and nuisance ordinances, and parking regulations. HOA or deed restrictions may also apply in certain neighborhoods, so prospective hosts should review all governing documents before purchasing a property intended for short-term rental use.

Tax Obligations

Florida imposes a state sales tax and a county-level tourist development tax on short-term rental income, and hosts in Okaloosa County should confirm the applicable combined rate with local tax authorities. Major booking platforms typically collect and remit state sales tax on behalf of hosts, but county-level obligations may require separate registration.

Regulations subject to change. Always verify with local authorities before purchasing. A Rabbu partner agent specializing in Mary Esther can provide current regulatory guidance.

Future Outlook & Long-Term Forecast

"Over the next 12–18 months, we estimate that Mary Esther's summer-driven demand will continue to anchor performance, with peak-month revenues likely holding in the $10,000–$12,400 range for well-positioned listings. The 90% year-over-year growth in active listings signals rising investor interest, though the market's small overall supply still keeps competition manageable. ADR may see modest increases of 1–3% as hosts refine pricing strategies, while occupancy rates are expected to remain in the 38–42% range on an annualized basis, reflecting the area's strong seasonal patterns. Investors entering now should plan cash reserves for the slower November-through-February stretch."

— Rabbu Market Analysis Team

Frequently asked questions about Airbnb in Mary Esther, FL

What is the average Airbnb occupancy rate in Mary Esther?

The average Airbnb occupancy rate in Mary Esther is currently 40%, which trails the Florida state average of 54%. This reflects the market's strong seasonal character — occupancy climbs significantly during summer months and drops during the winter. For context, 2-bedroom listings average 42% occupancy while 3-bedroom properties come in at 41%, showing relatively consistent performance across the available property sizes.

How much do Airbnb hosts make in Mary Esther?

Based on trailing 12-month historical performance, Airbnb hosts in Mary Esther earn an average of $4,529 per month and approximately $54,352 per year. Revenue varies significantly by season and property size — 3-bedroom listings average $52,437 annually while 2-bedroom units bring in about $40,590. Peak summer months like July can generate over $12,400, while quieter months like January may yield closer to $1,089.

Is Mary Esther a good market for Airbnb investment?

Mary Esther scores 71 out of 100 on Rabbu's ROI Score, earning an "Attractive Opportunity" rating. The market stands out for its above-average revenue-to-price ratio, meaning the income potential relative to property acquisition costs is favorable. With average home values around $443,121 and annual revenues near $54,352, investors can expect a reasonable return profile, though the pronounced seasonality means building cash reserves for slower months is important.

What is the average daily rate (ADR) for Airbnb in Mary Esther?

The average daily rate for Airbnb listings in Mary Esther is $208, which is well below the Florida state average of $498. When broken out by size, 2-bedroom listings average $174 per night and 3-bedroom listings average $170 per night. The relatively modest ADR reflects the market's positioning as an accessible coastal destination rather than a luxury resort area.

Are short-term rentals legal in Mary Esther?

Short-term rentals operate in Mary Esther, FL, as evidenced by 36 active Airbnb listings in the market. However, Florida requires all vacation rental properties to register with the Department of Business and Professional Regulation, and local regulations in Mary Esther or Okaloosa County may impose additional requirements. Prospective investors should verify current permitting, zoning, and operational rules with both city and county authorities before purchasing.

When is peak season for Airbnb in Mary Esther?

Peak season in Mary Esther runs from late spring through summer, with the strongest months being June ($10,318 average revenue) and July ($12,409 average revenue). May, March, and August also perform well above the annual average. The off-peak period stretches from November through February, when monthly revenues can drop below $2,000 — January is the slowest month at roughly $1,089.

How many Airbnbs are there in Mary Esther?

There are currently 36 active Airbnb listings in Mary Esther as of April 2026. The supply is concentrated across two property sizes: 16 are 3-bedroom properties and 11 are 2-bedroom properties. The market has seen significant growth, with active listings increasing by 90% year over year, suggesting rising investor and host interest in the area.

How is Airbnb revenue calculated in Mary Esther?

The annual and monthly revenue figures shown for Mary Esther are derived from the trailing 12 months of historical booking performance for active comparable Airbnb listings in the market — they are not forward-looking projections. We average each comparable listing's actual revenue per available night (RevPAN) by month over the past year, remove regional outliers, and roll the remainder up to a market-level historical average. This approach anchors the figures to what hosts have actually earned recently while naturally reflecting seasonal peaks and slower months, since each month uses its own historical performance. Individual results can vary based on property quality, pricing strategy, and operational management.

About Rabbu Market Data

Rabbu provides Airbnb and short-term rental market data and statistics across the United States. Our mission is to empower investors with accurate insights and easy-to-use tools, so they can confidently identify and act on the best opportunities in the Airbnb market.

What this data includes

• Regularly updated active Airbnb and STR listing counts for the Mary Esther market
• Average daily rates, occupancy rates, and revenue per available night metrics
• Monthly and annual revenue trends broken out by property size
• Popular amenity prevalence across active listings
• Home value data sourced from Zillow Home Value Index (ZHVI)

Sources and disclaimers

Rabbu proprietary analytics as of Apr, 27 2026 and Zillow Home Value Index (ZHVI) as of Mar, 17 2026. Revenue projections are estimates based on comparable properties and do not guarantee future performance. Data reflects trailing 12-month historical averages as of the dates noted and may not capture very recent market shifts. Local regulations, HOA rules, and tax obligations vary — investors should independently verify all legal requirements before purchasing.