Missouri has become a promising hub for Airbnb investments, thanks to its vibrant tourist destinations, bustling cities, and lenient short-term rental (STR) regulations in many areas. For real estate investors and short-term rental entrepreneurs, identifying the most profitable markets is crucial for long-term success. This article explores the top 15 largest Airbnb markets in Missouri, ranked by their attractiveness for investment based on average occupancy rate, daily rate, revenue, and Airbtics Market Score.
Understanding the Airbtics Market Score Methodology
Before we dive into each market, let’s break down the methodology for the Airbtics Market Score:
Short-term rental yield: The primary factor, measuring the percentage of revenue relative to property price.
Regulation: STR-friendly areas receive higher scores.
Market size: Larger markets score higher, as they allow for easier buying and selling of properties.
Growth potential: Markets with room for growth rather than saturation are preferred.
Seasonality: Locations with lower seasonal dependency rank higher.
All data reflects averages from the last twelve months, as of March 2025.
Top 15 Largest Airbnb Markets in Missouri
1. St. Louis
St. Louis leads Missouri’s Airbnb market with a dynamic mix of urban appeal, cultural richness, and business opportunities. The city’s iconic Gateway Arch, bustling downtown, thriving food scene, and vibrant sports culture make it a major draw for both leisure and business travelers. St. Louis hosts numerous conventions and events annually, contributing to its solid occupancy rates. Additionally, its lenient regulations allow for a more investor-friendly environment, making it an excellent market for both new and experienced short-term rental hosts looking to maximize returns.
Regulation: Lenient
Listings: 2,383
Occupancy Rate: 62%
Daily Rate: $107
Annual Revenue: $25,107
2. Branson
Branson thrives on its entertainment industry, with renowned live shows, family-friendly attractions, and nearby natural landmarks like Table Rock Lake. Its combination of theaters, amusement parks, and outdoor recreation make it a year-round favorite for tourists. Despite moderate occupancy rates, its strong daily rates and lenient regulations make it a solid investment option for short-term rental hosts.
Regulation: Lenient
Listings: 1,742
Occupancy Rate: 55%
Daily Rate: $126
Annual Revenue: $25,462
3. Saint Louis (Suburban Market)
The suburban areas surrounding St. Louis offer lower competition and higher growth potential. With easy access to city attractions but quieter, family-friendly neighborhoods, these areas attract long-term stays and families seeking comfort. Suburban Saint Louis presents a promising market for investors looking for consistency and future appreciation.
Regulation: Lenient
Listings: 1,570
Occupancy Rate: 61%
Daily Rate: $111
Annual Revenue: $25,709
4. Kansas City
Kansas City stands out despite strict regulations, boasting one of the highest revenues in the state. Known for its jazz heritage, art scene, sports events, and thriving business centers, the city attracts both corporate and leisure travelers. Investors must navigate regulatory challenges, but the reward is a market with exceptional revenue potential.
Regulation: Strict
Listings: 1,375
Occupancy Rate: 64%
Daily Rate: $127
Annual Revenue: $30,304
5. Indian Point
Indian Point, near Table Rock Lake and Silver Dollar City, is a haven for vacationers seeking luxury and relaxation. Its premium nightly rates offset lower occupancy levels, making it attractive for high-end short-term rental investments. This market is ideal for hosts targeting longer stays and affluent travelers.
Regulation: Lenient
Listings: 1,039
Occupancy Rate: 49%
Daily Rate: $158
Annual Revenue: $28,526
6. Hollister
Hollister benefits from proximity to Branson and the region’s natural beauty. It appeals to visitors looking for a peaceful escape with easy access to entertainment hubs. Moderate seasonality and reliable returns make Hollister a dependable choice for Airbnb investors.
Regulation: Lenient
Listings: 912
Occupancy Rate: 56%
Daily Rate: $133
Annual Revenue: $27,825
7. Osage Beach
Osage Beach, located on Lake of the Ozarks, is a seasonal hotspot for families and boating enthusiasts. While seasonality affects occupancy, high daily rates during peak seasons result in strong annual returns. Investors seeking a vacation rental market with high summer demand will find Osage Beach appealing.
Regulation: Lenient
Listings: 434
Occupancy Rate: 49%
Daily Rate: $153
Annual Revenue: $27,688
8. Kimberling City
Kimberling City is a hidden gem for investors seeking growth. While occupancy is currently lower, its high nightly rates and growing tourism base signal potential. With the area’s increasing popularity for lakefront activities, hosts can expect gradual improvements in performance.
Regulation: Lenient
Listings: 101
Occupancy Rate: 40%
Daily Rate: $137
Annual Revenue: $18,709
9. Lake Ozark
Lake Ozark boasts the highest daily rate among the top markets, catering to luxury travelers and large groups. Despite moderate occupancy, its premium rates and beautiful lakefront properties make it an attractive investment for upscale short-term rentals.
10. Shell Knob
Shell Knob offers stunning scenery, low competition, and a steady stream of visitors seeking tranquility. With excellent potential for long-term rental success, this market appeals to investors focusing on consistent returns in a peaceful environment.
Regulation: Lenient
Listings: 57
Occupancy Rate: 44%
Daily Rate: $140
Annual Revenue: $25,932
11. Gravois Mills
Gravois Mills, located in the Lake of the Ozarks region, is an emerging market with promise. Its balance of reasonable occupancy rates and strong daily rates make it an interesting choice for investors looking for affordable entry and reliable demand.
Regulation: Lenient
Listings: 32
Occupancy Rate: 43%
Daily Rate: $134
Annual Revenue: $21,092
12. Cassville
Cassville’s proximity to Roaring River State Park draws nature lovers and fishing enthusiasts. This market, though small, offers moderate occupancy and solid daily rates, making it suitable for investors with a focus on niche outdoor travel.
Regulation: Lenient
Listings: 28
Occupancy Rate: 41%
Daily Rate: $129
Annual Revenue: $19,456
13. Climax Springs
Climax Springs is another quiet destination along Lake of the Ozarks. Its high daily rates compensate for its lower occupancy, catering to travelers looking for privacy and lakefront experiences. It holds good potential for investors targeting luxury stays.
Regulation: Lenient
Listings: 25
Occupancy Rate: 40%
Daily Rate: $142
Annual Revenue: $20,784
14. Barnett
Barnett is a small market with steady demand driven by proximity to lakefront activities and state parks. Investors can enjoy stable returns with minimal competition in this serene environment.
Regulation: Lenient
Listings: 21
Occupancy Rate: 38%
Daily Rate: $125
Annual Revenue: $17,625
15. Stover
Stover rounds out the top 15 with modest occupancy but strong daily rates. Its rural charm, combined with nearby lakes and recreational opportunities, makes it a suitable market for those looking for passive income with gradual growth potential.
Regulation: Lenient
Listings: 19
Occupancy Rate: 37%
Daily Rate: $127
Annual Revenue: $17,093
Key Insights for Investors
Occupancy vs. Daily Rate Balance: Cities like Kansas City and Branson demonstrate that a balance of strong occupancy and competitive daily rates can maximize revenue.
Luxury Market Potential: Lake Ozark and Indian Point stand out for premium pricing, ideal for investors targeting luxury travelers.
Market Entry Opportunities: Smaller cities like Kimberling City, Shell Knob, and the last five listed markets have room for growth and present excellent opportunities for early investments.
Navigating Regulations: Kansas City, with strict regulations, still thrives. It indicates that regulatory challenges can be overcome with the right compliance strategies.
Conclusion
Missouri’s Airbnb market is diverse, with opportunities ranging from large, established urban markets to emerging vacation destinations. St. Louis, Kansas City, and Branson dominate in size and revenue, but smaller towns like Indian Point and Lake Ozark show impressive returns with high daily rates.
For investors, the key is to understand the balance between occupancy, daily rates, market size, and local regulations. Whether you’re looking for stable, long-term returns or high-yield vacation rental markets, Missouri has a wealth of options. As markets evolve and new areas open up, staying informed and proactive will position you for success in the state’s booming short-term rental industry.
If you're considering investing in Airbnb properties in Missouri, this report should serve as a valuable guide. Choose markets with lenient regulations, promising growth, and the right balance between occupancy and daily rates to maximize your revenue potential in 2025 and beyond.
