Sturgeon Bay, WI Airbnb Market Data, Statistics, and Occupancy Rates

Sturgeon Bay Short-Term Rental Market Overview

Sturgeon Bay sits at the gateway to Wisconsin's Door County peninsula, one of the Midwest's premier vacation destinations. With 147 active Airbnb listings generating an average annual revenue of $46,057 and an ADR of $242, the market delivers solid returns relative to property costs — particularly during a summer season that pushes monthly revenue above $8,800. The ROI score of 55 out of 100 reflects above-average revenue-to-price ratios and occupancy stability, though investors should note that growth trends and supply-demand dynamics are softening slightly.

Key Market Statistics

According to Rabbu market data, the Sturgeon Bay 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 Sturgeon Bay

Sturgeon Bay attracts STR investors because of its strong revenue-to-price ratio and the reliable seasonal tourism engine of Door County.

Expert Market Assessment

"Sturgeon Bay presents an attractive but seasonal investment opportunity. The market's strength concentrates in a five-month window from May through October, when monthly revenues range from roughly $3,300 to nearly $8,900 — a dramatic contrast to the $1,100–$1,600 winter lows. Larger properties, especially 3-bedrooms, deliver disproportionately strong returns with 35% occupancy and $54,905 in average annual revenue, making them the clearest path to positive cash flow. The rapid expansion of supply (226% year-over-year listing growth) warrants caution, as it could compress margins even as Door County's tourism appeal remains durable."

— Rabbu Market Analysis Team

Key Airbnb Metrics & Trends in Sturgeon Bay

Average revenue by month in Sturgeon Bay

Sturgeon Bay's revenue profile is sharply seasonal: August leads at $8,881, closely followed by July at $8,861, while February bottoms out at just $1,164 — a roughly 7.6x spread between peak and trough. Investors should plan for the bulk of annual income to concentrate between June and October, with winter months contributing modestly.

Active Airbnb listings by property size in Sturgeon Bay

Three-bedroom properties dominate supply with 49 of the market's 147 listings, followed by 1-bedrooms at 38 and 2-bedrooms at 28. Studios remain scarce at just 6 listings, which could represent a niche opportunity for lower-cost entry — though their revenue potential is also more limited.

Average daily rate (ADR) by property size in Sturgeon Bay

ADR climbs steadily from $142 for studios to $318 for 4-bedroom properties, with the biggest jump occurring between 2-bedrooms ($181) and 3-bedrooms ($264). That $83 per-night premium at the 3-bedroom tier, combined with stronger occupancy, makes it a compelling size for balancing acquisition cost against nightly rate.

Average RevPAN by property size in Sturgeon Bay

Three-bedroom listings deliver the highest RevPAN at $91, significantly outpacing 4-bedrooms at $60 and smaller configurations that range from $30 to $35. This gap reflects the 3-bedroom category's superior occupancy (35%) combined with a solid ADR, making it the most efficient revenue generator per available night.

Average occupancy rates by property size in Sturgeon Bay

Occupancy rates are relatively compressed across most property sizes (19–22%), with 3-bedrooms standing out as the clear exception at 35%. This suggests that 3-bedroom properties align best with traveler demand in Door County, while other sizes may face stiffer competition or weaker demand fit.

Average monthly revenue by property size in Sturgeon Bay

Four-bedroom properties lead monthly revenue at $4,973, edging out 3-bedrooms at $4,575, while studios and 1-bedrooms generate $2,436 and $2,619, respectively. The gap between the top and bottom tiers is roughly 2x, indicating that larger properties capture meaningfully more income — though operating and acquisition costs should be weighed accordingly.

Average annual revenue by property size in Sturgeon Bay

Annual revenue ranges from $29,238 for studios to $59,685 for 4-bedroom properties, with 3-bedrooms earning $54,905. Given that 3-bedrooms achieve nearly 92% of the 4-bedroom revenue with notably higher occupancy, they may offer the strongest return-on-investment profile in this market.

Most common amenities for Airbnb listings in Sturgeon Bay

Parking tops the amenity list at 98%, followed by kitchens (80%) and backyards (73%), reflecting a market geared toward families and groups driving to Door County for self-catered vacations. Waterfront access (31%) and lake access (28%) appear on roughly a third of listings and likely command premium rates, while BBQ grills (64%) and outdoor furniture (59%) underscore the importance of outdoor living spaces in this seasonal market.

Understanding Sturgeon Bay's ROI Score: 55/100

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

Sturgeon Bay's ROI score of 55 out of 100 places it in the 'Attractive Opportunity' band, driven primarily by an above-average revenue-to-price ratio and above-average occupancy stability — two factors that together account for 70% of the score weighting. The below-average readings on market growth trend and supply/demand balance reflect the rapid influx of new listings and tempered demand expansion, so investors should pair this data with up-to-date local regulatory research and conservative underwriting assumptions to size the opportunity accurately.

Short-Term Rental Regulations in Sturgeon Bay

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

Permit Requirements

The City of Sturgeon Bay and the State of Wisconsin generally require short-term rental operators to obtain a tourist rooming house license through the Wisconsin Department of Safety and Professional Services, in addition to any local permits. Investors should verify current requirements directly with Door County and the city before listing a property.

Key Restrictions

Common restrictions in Wisconsin STR markets include occupancy limits based on bedroom count, minimum-stay requirements in certain zones, noise ordinances, parking mandates, and potential HOA covenants that may limit or prohibit rentals. Some municipalities in Door County have explored permit caps, so checking with local planning departments is advisable before purchasing.

Tax Obligations

Short-term rental hosts in Wisconsin are typically subject to the state's 5% sales tax, a county room tax, and any applicable local tourism or lodging taxes. Major platforms like Airbnb often collect and remit some of these taxes on behalf of hosts, but operators should confirm their full obligation with the Wisconsin Department of Revenue.

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

Future Outlook & Long-Term Forecast

"Over the next 12–18 months, Sturgeon Bay's pronounced summer peak — July and August each top $8,800 in average monthly revenue — should continue to anchor annual returns, with fall shoulder months like September and October adding meaningful income in the $5,100–$5,600 range. However, the 226% year-over-year listing growth signals a rapidly expanding supply that could put downward pressure on occupancy and rates if demand doesn't keep pace. Investors should expect market-wide occupancy to remain around 25–30% on an annualized basis, with ADR holding in the $240–$255 range absent any major demand shocks. We'd recommend building conservative winter-month assumptions into any pro forma, as January through April averages sit below $1,500."

— Rabbu Market Analysis Team

Frequently asked questions about Airbnb in Sturgeon Bay, WI

What is the average Airbnb occupancy rate in Sturgeon Bay?

The average occupancy rate across active Airbnb listings in Sturgeon Bay is currently 25%, compared to the Wisconsin state average of 38%. This lower figure reflects the market's heavy seasonality — occupancy spikes during summer and falls significantly in winter months. Three-bedroom properties outperform at 35% average occupancy, while studios, 1-bedrooms, 2-bedrooms, and 4-bedrooms cluster around 19–22%.

How much do Airbnb hosts make in Sturgeon Bay?

On average, Airbnb hosts in Sturgeon Bay earn approximately $3,838 per month and $46,057 per year based on trailing 12-month booking data. Earnings vary significantly by property size: 4-bedroom listings average around $59,685 annually, while studios bring in roughly $29,238. The summer months of July and August are by far the strongest, with average revenues exceeding $8,800 per listing.

Is Sturgeon Bay a good market for Airbnb investment?

Sturgeon Bay earns an ROI score of 55 out of 100, placing it in the 'Attractive Opportunity' tier. The market benefits from an above-average revenue-to-price ratio and above-average occupancy stability, making it appealing for investors who can manage highly seasonal cash flow. Key considerations include rapid supply growth (226% year-over-year) and below-average market growth trends, which mean careful property selection and pricing strategy are essential to outperform.

What is the average daily rate (ADR) for Airbnb in Sturgeon Bay?

The current average daily rate for Airbnb listings in Sturgeon Bay is $242, which sits below the Wisconsin state average of $368. ADR scales meaningfully with property size — studios average $142 per night, while 4-bedroom properties command $318. This pricing structure means larger, well-appointed homes can capture significantly higher nightly rates, especially during peak season.

Are short-term rentals legal in Sturgeon Bay?

Short-term rentals are generally permitted in Sturgeon Bay, Wisconsin, though operators typically need to obtain a tourist rooming house license through the state and comply with local regulations. Rules can vary by zone and may include occupancy limits, parking requirements, and permit caps. We strongly recommend consulting the City of Sturgeon Bay and Door County planning offices as well as the Wisconsin Department of Safety and Professional Services before purchasing or listing a property.

When is peak season for Airbnb in Sturgeon Bay?

Peak season in Sturgeon Bay runs from June through August, with July and August delivering the highest average monthly revenues at $8,861 and $8,881, respectively. The shoulder months of September and October also perform well, averaging $5,552 and $5,133. Winter months from November through April see a sharp drop-off, with revenues falling to between $1,164 and $1,891 — a pattern consistent with Door County's tourism-driven economy.

How many Airbnbs are there in Sturgeon Bay?

There are currently 147 active Airbnb listings in Sturgeon Bay as of April 2026. The supply has grown significantly, with 226% year-over-year growth in active listings. Three-bedroom properties represent the largest segment at 49 listings, followed by 1-bedrooms (38) and 2-bedrooms (28). Studios (6) and 4-bedrooms (20) make up smaller portions of the market.

How is Airbnb revenue calculated in Sturgeon Bay?

The annual and monthly revenue figures shown for Sturgeon Bay 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 results up into a market-level historical average. Because each month uses its own historical performance data, the figures naturally reflect seasonal peaks and slower months. Individual results can vary meaningfully based on property quality, pricing strategy, amenities, 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 Sturgeon Bay and surrounding areas
• Average daily rate, occupancy, and RevPAN trends across property sizes
• Monthly and annual revenue estimates based on trailing 12-month booking performance
• Home value benchmarks sourced from the Zillow Home Value Index (ZHVI)
• Amenity prevalence data across active listings to inform property setup decisions

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 averages and may not capture very recent market shifts or regulatory changes. Local regulations, HOA rules, and licensing requirements can change; always verify with municipal authorities before investing.