Jackson, WY STR Market Report 2026: The Town Year, Not the Village

Jacob Mishalanie
3 days ago
13 min read

Elk antler arch at Jackson Town Square, Jackson, Wyoming, photograph

Walk Town Square in Jackson on a July morning and you'll see the elk antler arches, a line at Persephone Bakery, and a mule-drawn wagon getting hitched for the tourists who came for Grand Teton and Yellowstone and are staying a night or two in town before they push north. This is Jackson proper — the working town, not the ski hill eight miles up the road. It has its own downtown, its own year-round grocery runs, its own permit desk, and, as it turns out, its own short-term rental year that almost nobody reports correctly.

That last part matters more than it should. Search for 'Jackson WY Airbnb income' and most of what surfaces either blends the town in with Teton Village's resort condos or quietly swaps in Jackson Hole Mountain Resort numbers because the search terms overlap. A host trying to size their own Cache Street bungalow or a buyer underwriting a Redmond Street cottage deserves a number that actually describes Jackson town — not a corridor average smeared across three different geographies that happen to share a mailing zip.

This report gives Jackson its own line. It also names the two other lines sitting next to it — Teton Village and Wilson — so nobody mistakes one for another, and it walks through what actually governs whether any of these listings can operate legally in the first place. This is not legal advice.

The town year, sourced and dated

AirROI's Jackson, WY page puts the town's typical year at about $78,931 across 365 active listings, with 43.5% occupancy, a $671 average daily rate, and RevPAR of $284. The window behind that figure runs August 2025 through July 2026, and the page itself carries an analytics update stamp of 2026-08-08. This report re-pulled that page on 2026-09-01 rather than trusting an older screenshot, because AirROI numbers move as listings churn and the trailing window rolls forward.

An earlier internal note on this market had labeled the town's typical year at roughly $78,936, built off a $6,578-per-month figure. That monthly number is arithmetic done on an earlier vintage of the same page, not a second independent source — it's the same AirROI line, pulled a little earlier, expressed a different way. The re-pulled figure, $78,931 on the 365-listing extract, is what this report treats as current. The two numbers are close enough that the underlying story doesn't change, but a host should know why they might see slightly different digits depending on which pull they're looking at and should never average the two together as if they were separate confirmations.

On the same extract, entire home or apartment listings made up 83.3% of the 365 active units, and supply had grown 12.0% year over year on that page. Both of those are worth sitting with for a second: this is a market still adding listing stock, and it's overwhelmingly a whole-house game rather than a private-room or shared-space one. A host weighing whether to list a spare room versus a full unit is reading a market that rewards the latter.

Why Jackson town is not Teton Village, and not Wilson

This is the fight worth having before anything else in this report gets used. Teton Village — the base area for Jackson Hole Mountain Resort — has its own AirROI line: about $100,015 a year (roughly $8,335 a month, as a label) across 289 active listings, with a $957 average daily rate and 42.5% occupancy. That's a resort-condo, ski-in/ski-out market with a fundamentally different guest, a different price ceiling, and in most cases a different ownership and management structure than a house in Jackson proper.

Wilson, a small unincorporated community west of town toward Teton Pass, carries its own line too: about $56,048 a year (roughly $4,671 a month, as a label), 261 active listings, a $519 average daily rate, and 44.6% occupancy. Wilson is neither Jackson town nor Teton Village — it's a third geography, smaller and quieter, with its own supply and its own guest mix.

Blend any two of these three and you get a number that describes nothing real. A Jackson town host who reads the Teton Village figure and assumes it applies to their listing is setting an ADR expectation the market won't support. A Teton Village condo owner who reads the Jackson town figure is underselling a very different product. The honest move — the one this whole report is built around — is to keep three separate lines: Jackson town at $78,931, Teton Village at $100,015, Wilson at $56,048. None of them stands in for the others.

Driggs, Idaho, on the far side of Teton Pass, is a fourth name that sometimes gets pulled into the same conversation because it shares guests with the Jackson Hole gateway story. It's covered separately in this site's Remaining Markets research; it is not part of this report's numbers and shouldn't be treated as a Jackson comp.

Seasonality: where the town's calendar actually bends

On the AirROI extract behind this report, August is the peak revenue month for Jackson town, with June and September rounding out the strongest cluster — which tracks with what anyone who has tried to book a summer weekend in Jackson already knows. National park season runs hot from Memorial Day through Labor Day, and Jackson's downtown corridor absorbs a meaningful share of Grand Teton and Yellowstone gateway traffic even from guests who spend most of their days inside the parks.

The softest months on that same extract are April and November, with October also trailing behind the summer peak. April sits in the gap between ski season winding down and summer traffic ramping up — locally this stretch gets called mud season for a reason, and it shows up directly in the booking data, not just in local complaining. November carries a similar gap before ski season opens in earnest.

A host pricing a full calendar year off a single blended ADR is going to misprice both ends. The $671 average daily rate on the town's extract is doing a lot of work smoothing over an August that likely runs well above it and a November that likely runs well under it. This site's shoulder-season post digs into the calendar mechanics in more detail; the takeaway for a market report is simpler: treat the trailing-twelve figure as a year-round average, not a month-by-month promise.

What actually governs whether a Jackson listing can operate

AirROI's own page for Jackson carries a 'STR Regulation Level: Low' label. That line describes how the aggregator scores the market for its own internal purposes — it is not a legal opinion, and it is not the permit. The scrape reads listing counts; it does not read the Town of Jackson's zoning code or the Teton County FAQ. Anyone underwriting a Jackson property off that single word is skipping the part of the diligence that actually matters.

The Town of Jackson's own short-term rental page defines an STR as rental of all or part of a residential unit with occupancy limited to fewer than 30 consecutive days. To operate legally anywhere inside Town limits, an owner needs two things: a Business License from the Finance Department, renewed annually, and a Basic Use Permit — commonly shortened to BUP — from the Planning department.

Outside the Town's Lodging Overlay and Snow King Resort District — which covers most of the Town's standard residential zones — the BUP for short-term rentals comes with real teeth: it must be renewed annually and expires December 31 each year, it's processed only through the Town's SmartGov portal (no email or paper submissions), it requires neighbor noticing within 200 feet every year the unit operates, it caps total rental nights at 60 per calendar year for that unit, and the Town requires the owner to track those rental dates on its own fillable PDF. Properties that violate the STR requirements are barred from getting a new BUP for a minimum of five years. That's a serious enough downside that it deserves a full read of the Town's page before anyone lists a property they haven't already confirmed.

Inside the Lodging Overlay or Snow King Resort District, the process runs differently — an initial standard BUP path without the same annual-renewal, 60-night, and three-rental tracking requirements described above, though a new owner still needs the Business License regardless of zone. Which zone a given parcel sits in should be confirmed against the Town's Lodging Overlay map before anyone assumes they're exempt from the tighter rules.

Teton County — meaning the unincorporated area outside Town limits — runs an entirely different desk with an entirely different default answer. The County's FAQ states that short-term rentals of less than 31 days are prohibited countywide unless the property sits in one of a short list of named locations: the Jackson Hole Racquet Club Resort Commercial Area, Teton Pines lodging units, or Spring Creek Ranch's capped units. Every other residential property in unincorporated Teton County is long-term rental only, meaning a minimum 31-day stay. A Jackson mailing address does not tell you which desk applies — Town limits and County jurisdiction are two different lines on a map, and a host has to know which side of that line their parcel sits on before they can answer the legality question at all.

This is not legal advice. It's a summary of what's published on the Town of Jackson and Teton County pages as of this report. Any host or buyer should confirm their specific parcel, its Lodging Overlay status, and current BUP and Business License requirements directly with the Town — or confirm County eligibility directly with Teton County — before listing anything.

RevPAR, ADR, and what the gap between them tells a host

The three headline figures on Jackson town's extract — $671 ADR, 43.5% occupancy, $284 RevPAR — aren't three unrelated data points. RevPAR is what you get when you apply occupancy to ADR, and the fact that it lands at $284 against a $671 rate is a useful gut check on how much of Jackson's calendar is actually converting into booked nights versus sitting open at a high asking price.

A market with a high ADR and low occupancy is telling a different story than a market with a moderate ADR and high occupancy, even if the RevPAR happens to land in a similar place. Jackson's numbers point toward a market where hosts can command a strong nightly rate during peak months but where roughly six nights out of ten across the full year go unbooked. That's not unusual for a seasonal gateway market, but it does mean a host underwriting off ADR alone — without running it through the occupancy figure — is going to overstate what a full year actually produces.

This is also where the three-geography split from earlier in this report matters again. Teton Village's $957 ADR against 42.5% occupancy produces a different RevPAR relationship than Jackson town's $671 against 43.5%. A buyer comparing cap rates or gross yield across the two markets needs to run RevPAR, not just ADR, or the resort premium will look larger — or smaller — than it actually is.

Reading this report before you list or buy

A market report like this one is a starting point, not a substitute for a host's own numbers. If you already operate a Jackson property, your own trailing-twelve performance — actual booked nights, actual collected rate, actual seasonal swing — is a better guide to your specific unit than any aggregator extract, town-wide or otherwise. Use this report to sanity-check that performance against the broader market, not to override it.

If you're evaluating a Jackson purchase, the sequence that avoids the most expensive mistakes runs in this order: confirm which desk governs the specific parcel — Town of Jackson or Teton County — before assuming legality; confirm which zone applies inside Town limits, since the Lodging Overlay and Snow King Resort District carry a materially different BUP path than the rest of the residential map; only then run the AirROI figures as a revenue sanity check, using Jackson town's own line rather than a Teton Village or Wilson number that happens to show up in the same search results.

Skipping straight to the revenue number and working backward from there is how a listing ends up priced against a market it was never actually part of. The town, the village, and the unincorporated county are three different products with three different rulebooks, and the order matters as much as the numbers do.

Tourism volume is not the same thing as booked nights

Jackson's position as the primary gateway to Grand Teton National Park, and one of the main southern gateways to Yellowstone, generates enormous visitation numbers every year through the National Park Service's own counts. Teton County also collects lodging tax that tracks spending inside the county. Both of those are real, useful data series — and neither one is the same thing as the AirROI occupancy figure in this report.

Visitor counts measure how many people came through the gate. Lodging tax measures dollars spent across every kind of accommodation, hotels included. The 43.5% occupancy figure on Jackson town's 365-listing extract measures something narrower: how often short-term rental units in this specific dataset were actually booked. A host who cites NPS visitation as proof their own listing will fill up is making a leap the data doesn't support on its own. This site's dedicated tourism-data post for Jackson walks through how to read those series alongside each other without conflating them.

What this means for pricing your own listing

None of the numbers in this report replace a host's own trailing-twelve performance. AirROI's 365-listing extract is a market snapshot, not a guarantee for any single property — location inside or outside the Lodging Overlay, proximity to Town Square, unit size, and how the listing is actually merchandised will all push an individual result away from the blended average in either direction.

What this report is useful for is context: knowing that Jackson town, Teton Village, and Wilson are three different markets with three different price ceilings; knowing that August through September is where the calendar rewards aggressive pricing and April and November are where it doesn't; and knowing that the regulatory floor — Business License plus BUP, inside or outside the Lodging Overlay, Town versus County — has to be cleared before any of the revenue numbers matter at all.

Frequently Asked Questions

How much does a short-term rental in Jackson, WY actually make?

AirROI's Jackson town extract puts the typical year at about $78,931 across 365 active listings, with 43.5% occupancy and a $671 average daily rate, for the window August 2025 through July 2026 (page updated 2026-08-08, re-pulled 2026-09-01). That figure describes the town's dataset as a whole, not any single property — an individual listing's result depends on location, size, and how it's marketed.

Is the Jackson Airbnb number the same as Teton Village?

No. Teton Village is a separate resort geography with its own AirROI line — about $100,015 a year across 289 listings at a $957 average daily rate. Jackson town's $78,931 figure and Teton Village's $100,015 figure describe two different markets and should never be blended into one number.

What about Wilson, WY — is that the same market as Jackson?

Wilson is a third, distinct geography west of Jackson toward Teton Pass. Its AirROI extract shows about $56,048 a year across 261 listings at a $519 average daily rate. It's neither Jackson town nor Teton Village.

Do I need a permit to run a short-term rental in Jackson?

Inside Town of Jackson limits, yes — you need both a Business License from the Finance Department and a Basic Use Permit (BUP) from Planning, and the requirements differ depending on whether the parcel sits inside or outside the Lodging Overlay / Snow King Resort District. This is not legal advice; confirm your parcel's status and current requirements directly with the Town of Jackson before listing.

Can I run a short-term rental in unincorporated Teton County?

Generally no. Teton County's FAQ states rentals under 31 days are prohibited countywide except in a short list of named locations — the Jackson Hole Racquet Club Resort Commercial Area, Teton Pines lodging units, and Spring Creek Ranch's capped units. Everywhere else in the unincorporated county is long-term rental only. Confirm directly with Teton County for your specific parcel.

What's the busiest season for Jackson short-term rentals?

On the AirROI extract behind this report, August is the peak revenue month, with June and September forming the strongest cluster around it — matching the Grand Teton and Yellowstone summer gateway season. The softest months are April and November, with October also trailing the summer peak.

How many active short-term rental listings does Jackson have?

The AirROI extract used in this report counted 365 active listings in Jackson town, with entire home/apartment units making up 83.3% of that total and supply up 12.0% year over year on that same page.

Does the Town of Jackson cap how many nights I can rent my property?

For properties outside the Lodging Overlay / Snow King Resort District, yes — the Town's BUP-Short Term Rentals process caps total rental nights at 60 per calendar year and requires the owner to track three annual rentals on the Town's fillable PDF. Properties inside the Lodging Overlay follow a different initial BUP path without that same annual cap structure. Confirm which zone your parcel sits in with the Town.

Is Jackson town visitor traffic the same as its short-term rental occupancy?

No. NPS visitation counts for Grand Teton and Yellowstone, and Teton County lodging tax collections, both measure real tourism activity — but neither one equals the 43.5% occupancy figure specific to the AirROI short-term rental dataset. High park visitation doesn't automatically translate into a full booking calendar for any individual listing.

Should I compare Jackson to Driggs, Idaho when sizing my rental?

Not directly for revenue purposes. Driggs sits on the far side of Teton Pass, has its own separate market data and permit desk, and is covered independently in this site's research. It shares some Jackson Hole gateway guest traffic but is not a substitute number for the Jackson town figures in this report.

Work with Crest & Cove Creative

Most searches for a Jackson Airbnb number quietly hand you Teton Village's resort figure instead — a listing priced off the wrong town's year starts underwater before the first guest checks in. Name the failure mode the guest can check.

Want your Jackson listing benchmarked against the town's actual data instead of a resort-village average? Request a marketing audit and we'll walk your calendar against the real numbers. Send the live listing draft and the facts you can actually cite.

Reach out at crestcove.co or (256) 998-7502.