Napa STR Report 2026: $41,517 Alongside Sonoma's $110,370 — Two

Napa and Sonoma sit close together and share a wine-country identity, but their short-term rental data tells two distinct stories for the same August 2025–July 2026 vintage. Napa's AirROI extract shows $41,517 typical annual revenue across 605 listings, with a $447 ADR, 33.2 percent occupancy, and a $153 RevPAR. Sonoma's extract shows $110,370 across 239 listings, with an $827 ADR, 40.9 percent occupancy, and a $357 RevPAR.

Those two figures are nearly three times apart. Filing them as one 'wine-country year' — or worse, averaging $41,517 and $110,370 into a single number — puts a host, lender, or buyer on the wrong side of an underwriting decision from the first sentence.

This page keeps the two market separate, on their own lines, the way the underlying data actually reports them. This is not legal advice.

$41,517 Is the Napa market

Napa's AirROI figure for the current vintage is $41,517 in typical annual revenue across 605 listings, with a $447 ADR and 33.2 percent occupancy. That's a larger listing count at a lower per-listing revenue than Sonoma — a market with broader supply and a lower average rate.

A Napa host should price and underwrite against this specific market, not against Sonoma's much higher figure, even when both towns appear in the same regional conversation or the same buyer's shortlist.

605 listings is not the same figure as any local permit cap — a listing count from a data provider and a jurisdiction's regulatory limit are two different numbers and shouldn't be conflated.

$110,370 Is the Sonoma market

Sonoma's figure is $110,370 in typical annual revenue across a smaller base of 239 listings, with an $827 ADR and 40.9 percent occupancy — both a higher rate and higher occupancy than Napa's market, on fewer active listings.

That combination — higher rate, higher occupancy, fewer competing listings — is a genuinely different market structure than Napa's, not simply a 'wine country premium' applied uniformly across the region.

A Sonoma host or buyer should cite the $110,370 figure specifically, dated to the same vintage, rather than letting it get smoothed into a lower blended number alongside Napa.

Keep $41,517 Off $110,370 — And San Francisco Off Both

If a broker memo or marketing packet sells 'one wine-country year' for a property in either town, that packet is already wrong before the first rate discussion. Ask which town's tax map, which permitting hall, and which vintage the figure actually comes from.

San Francisco is the origin point for a large share of both markets' guests, but origin is not occupancy, not ADR, and not a cap story. Keep San Francisco's role in the story limited to where the demand comes from — not a number that belongs to either destination market.

Send the live listing address and specify which market — Napa or Sonoma — before accepting a packet's underwriting math. If the packet already blends the pair or misapplies a permit cap to a data-provider listing count, that's a signal to ask for a corrected version before proceeding.

Related Reading

These related Napa and Sonoma pages keep rules, parcel identity, marketing, and buyer math on the named market so the pair stays two years.

• When Napa-Sonoma Hosts Should DIY vs Hire Marketing

• Buying a Napa or Sonoma Rental on the Named market Year

• Napa-Sonoma STR Rules Across Four Desks

• Financing a Napa or Sonoma Rental on the Right market

• Napa-Sonoma Parcel ID: City Versus County Lines

• Napa-Sonoma Remote Stays and Thirty-Plus Minimums

• Complete Visitor's Guide to Napa and Sonoma

• Napa-Sonoma Shoulder: October Peak Against January

• How to Market a Napa or Sonoma Stay Without a Blend

• What It Costs to Start a Napa or Sonoma STR

• Who Books a Napa or Sonoma Rental on This Pair

• Napa-Sonoma Tourism Data for STR Hosts

• Does a Napa STR Permit Transfer With the House?

Frequently Asked Questions

What is Napa's typical annual short-term rental revenue?

AirROI's Napa extract for the current vintage (August 2025–July 2026) shows $41,517 in typical annual revenue across 605 listings, with a $447 ADR and 33.2 percent occupancy.

What is Sonoma's typical annual short-term rental revenue?

AirROI's Sonoma extract for the same vintage shows $110,370 across 239 listings, with an $827 ADR and 40.9 percent occupancy.

Why is Sonoma's revenue figure so much higher than Napa's?

Sonoma combines a higher ADR, higher occupancy, and a smaller competing listing base in this dataset — a different market structure, not simply a uniform wine-country premium.

Can I average Napa and Sonoma into one wine-country revenue figure?

No. The two towns' numbers differ by nearly a factor of three. Blending them into one figure misrepresents both markets and would mislead a lender, buyer, or guest reading a listing description.

Does 605 Napa listings mean the town issues 605 STR permits?

No. A data provider's active listing count is not the same figure as a jurisdiction's regulatory permit cap. Confirm the actual permit limit with the relevant local hall separately.

Does San Francisco's tourism volume explain Napa or Sonoma's revenue numbers?

San Francisco is a major origin point for visitors to both markets, but that's a demand-source fact, not a revenue, occupancy, or permit-cap figure for either destination town.

What should a buyer or lender ask before accepting a Napa-Sonoma packet?

Ask which specific town's market the figures come from, confirm the vintage date, and reject any packet that blends the two towns into a single wine-country year.

Are the ADR figures for Napa and Sonoma comparable?

They're both real, dated figures from the same AirROI vintage, but they describe different markets — $447 for Napa versus $827 for Sonoma — and should be cited separately, never averaged.

Work with Crest & Cove Creative

Napa and Sonoma are neighbors on a map and strangers in the data — $41,517 and $110,370 are not the same number, and no packet should treat them as one. Name the failure mode the guest can check on the.

We help Napa and Sonoma hosts keep their market data straight — no blended wine-country averages, no borrowed permit caps. Bring your listing to crestcove.co or call (256) 998-7502, and we'll confirm which market your numbers actually belong to.

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