Short term rental growth in Whitefish reflects visitation demands

Short-term rentals continue to be a popular lodging choice for Whitefish visitors, but their rate of growth has mellowed. 

Rhonda Fitzgerald, longtime owner of The Garden Wall Inn in downtown Whitefish, has seen lodging evolve in Whitefish.  

Fitzgerald founded the Garden Wall Inn in 1987 with the goal of maintaining the historic downtown building. She also saw opening the inn as an opportunity to act as a personal guide to visitors in town. Besides necessary renovations to “keep everything running smoothly” she has worked to maintain the authentic building located on 504 Spokane Ave., she said.  

The Garden Wall Inn's owners take pride in encouraging customers to support the community. They craft a three-course gourmet breakfast compiled of different local ingredients every day. They offer a concierge service to assist customers in reserving tables at local restaurants and guide them towards local shops.  

“Our clientele has stayed very similar overtime,” Fitzgerald said. “They’re looking for something special, unique and authentic.” 

Fitzgerald said that short-term rentals have attracted a different clientele, specifically large groups of people. She said many of her guests mention that nationwide, the lodging experience has become more “disconnected” since COVID-19. 

RENTAL homes, cabins and condos now account for 32% of visitor nights in Whitefish, compared with 28% for hotels and motels, said Zak Anderson, director of Explore Whitefish.  

According to Explore Whitefish's data, available short term rental listings increased from approximately 140 in 2016 to 1,365 in 2025. Anderson said that the majority of short-term rental growth was seen in 2017 and 2018 and has since mellowed.  

The number of short-term rentals in Whitefish rose only slightly to around 1,375 in 2026.   

Sabrya Fredrickson, short-term rental specialist/code compliance officer for the city of Whitefish, said that applications are up this year compared to last year.  

She has not seen any significant impact of recent tax changes on second homes when it comes to short-term rental activity.  

According to the city of Whitefish's planning and building department's 2025 annual report, community involvement in short term rentals remained strong with 249 complaints received, and enforcement efforts remained consistent with 84 enforcement letters issued for violations.*

Visitation to Whitefish skyrocketed post-COVID. Anderson said tourism data has shown it appears to have moderated as well.  

“Visitation remains strong, but the pace of growth has mellowed,” he said. 

The number of estimated travelers declined from 1.63 million in 2023 to 1.34 million in 2024. Models estimate about 976,000 of visitors in 2024 stayed in Whitefish for at least one night.  

Whitefish remains a seasonal market, affecting all types of lodging. Traditional lodging occupancy was 28% in April 2024 and 27% in November. Short-term rentals showed a similar pattern — 25% in April and 26% in November, compared with 85% in July.  

Explore Whitefish data shows the town had roughly 1.2 million visitors from June through August 2024, compared to about 500,000 from December through March.  

“Despite a lot of growth, the off season remains challenging for many businesses,” Anderson said. “The old saying is that businesses would make 80% of their annual revenue in three months.” 

Although recent data from the University of Montana’s Institute for Tourism and Recreation Research states that statewide visitation declined in 2025, significant resident growth continues to impact the Flathead Valley.  

The Institute finds that lodging across Montana accounts for 22% of travelers’ spending, and the average length of stay in Montana is between seven and eight nights. 

At least 60% of Whitefish's resort tax collections are from visitors. 

“This equates to about $4 million plus revenue for the city which goes into infrastructure, property tax reduction, workforce housing and other community investments,” Anderson said. “Tourism sustains local jobs and small businesses. It is the main driver of the economy.” 

This article is a part of a series “A look at Whitefish lodging in an evolving time” by Whitefish Pilot intern Maggie Mercer. The series continues next week with an interview with Larch House.    

*Information added Sept. 1.