St. George and Greater Zion STR market data, from the revenue desk
St. George sells the desert spring: Zion within an hour, Snow Canyon out the back door, and a climate that peaks exactly when the rest of the mountain west is still thawing. It is also, in the current data, a market cooling off year over year, which makes it a live case study in pricing into softening demand rather than after it.
Figures: the UpRev revenue desk’s August 2026 pull, aggregated daily across the market’s competitive set, twelve complete months ending July 2026. Refreshed quarterly.
The occupancy curve below peaks in early spring, when hiking weather and snowbird traffic overlap, and bottoms out around the December holidays, a seasonal shape almost exactly inverted from the ski markets. Golf trips, national-park itineraries and youth-sports tournaments stack the spring calendar, and rates set for the summer instincts of other markets miss where this one actually earns.
Most months in the current window run below the same month a year earlier, the weakest year-over-year picture in our coverage. Softening markets punish inertia twice: rates held at last season’s levels chase demand that has thinned, then panic discounts arrive late and land below where a deliberate reposition would have settled. The wide gap between median and top-quartile asks says a portion of this market is already repricing deliberately; the booked-versus-listed gap says the rest is discounting reactively.
The numbers
| Size | Peak occupancy | Trough occupancy | Weekend premium | Top-quartile ask vs median | Booked vs listed |
|---|---|---|---|---|---|
| 1BR | 74.8% (March 2026) | 38.7% (December 2025) | 9% | +39% | -9% |
| 2BR | 73% (March 2026) | 37.1% (December 2025) | 7% | +37% | -11% |
| 3BR | 72.5% (March 2026) | 35.7% (December 2025) | 9% | +34% | -15% |
| 4BR | 69.3% (March 2026) | 33.7% (January 2026) | 7% | +41% | -15% |
| 5BR | 68.2% (April 2026) | 28% (January 2026) | 8% | +37% | -15% |
| Month | Occupancy | Occupancy, year prior | 25th pct listed | Median listed | 75th pct listed | Median booked |
|---|---|---|---|---|---|---|
| August 2025 | 41.3% | 45.2% | $96 | $115 | $153 | $101 |
| September 2025 | 46.4% | 50.9% | $96 | $119 | $160 | $108 |
| October 2025 | 68.1% | 69.9% | $111 | $143 | $188 | $125 |
| November 2025 | 50.2% | 51.3% | $99 | $126 | $172 | $113 |
| December 2025 | 37.1% | 39% | $87 | $112 | $152 | $99 |
| January 2026 | 41.6% | 39.1% | $87 | $107 | $145 | $91 |
| February 2026 | 53.6% | 52.6% | $99 | $132 | $181 | $120 |
| March 2026 | 73% | 72.7% | $108 | $142 | $192 | $122 |
| April 2026 | 71.3% | 74% | $108 | $138 | $189 | $123 |
| May 2026 | 64.1% | 67% | $100 | $129 | $183 | $116 |
| June 2026 | 58.4% | 58.3% | $97 | $127 | $176 | $114 |
| July 2026 | 46% | 47.4% | $87 | $111 | $162 | $101 |
| Month | Occupancy | Occupancy, year prior | 25th pct listed | Median listed | 75th pct listed | Median booked |
|---|---|---|---|---|---|---|
| August 2025 | 40.5% | 42.5% | $119 | $146 | $188 | $121 |
| September 2025 | 41.5% | 44.2% | $120 | $149 | $197 | $129 |
| October 2025 | 63.5% | 65% | $151 | $191 | $247 | $161 |
| November 2025 | 47.8% | 48.6% | $130 | $168 | $226 | $148 |
| December 2025 | 35.7% | 34.4% | $111 | $141 | $191 | $114 |
| January 2026 | 37.7% | 35.9% | $106 | $134 | $182 | $105 |
| February 2026 | 54% | 52.5% | $132 | $171 | $224 | $141 |
| March 2026 | 72.5% | 72.2% | $146 | $187 | $243 | $155 |
| April 2026 | 70.1% | 71.2% | $141 | $180 | $242 | $157 |
| May 2026 | 58.9% | 60.7% | $120 | $159 | $218 | $141 |
| June 2026 | 61.1% | 58.9% | $122 | $158 | $214 | $140 |
| July 2026 | 50.4% | 46.5% | $105 | $133 | $190 | $118 |
What would these numbers look like on your portfolio?
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