Mashiko, JP
Part of the Tochigi market area
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Overview
Annual Rev
¥5m
12 mo avg
↓13%
from prior 12 mo
Occupancy rate
46%
12 mo avg
↓13%
from prior 12 mo
Avg daily rate
¥41,308
12 mo avg
↑11%
from prior 12 mo
Lead time
33 days
12 mo avg
↓3 days
from prior 12 mo
Revpar
¥8,487
12 mo avg
↓38%
from prior 12 mo
Methodology note: Figures reflect Tochigi market data as of September 2026. Data covers Airbnb, VRBO, and Booking.com listings. Values are seasonally influenced; rounding applied for readability.
Revenue per listing by bedroom
Bedroom count:
0
1
2
3
4+
Short-term rental supply growth
Performance metrics by bedroom
Bedrooms
Annual Rev
Supply
Revenue boost by amenity
| Amenity | Listings With | Revenue Boost | Revenue With | Revenue Without |
|---|---|---|---|---|
| Sauna | — | +¥7,306,503 | — | — |
| Barbecue | 🔒 8• (••%) | 🔒 +¥3•••••• (+••%) | 🔒 ¥1••••••• | 🔒 ¥6•••••• |
| EV Charger | 🔒 1• (•%) | 🔒 +¥3•••••• (+••%) | 🔒 ¥1••••••• | 🔒 ¥7•••••• |
| TV | 🔒 1•• (••%) | 🔒 +¥3•••••• (+••%) | 🔒 ¥8•••••• | 🔒 ¥4•••••• |
| Parking | 🔒 1•• (••%) | 🔒 +¥2•••••• (+••%) | 🔒 ¥8•••••• | 🔒 ¥5•••••• |
| Internet | 🔒 1•• (••%) | 🔒 +¥2•••••• (+••%) | 🔒 ¥8•••••• | 🔒 ¥5•••••• |
| Pets Allowed | 🔒 7• (••%) | 🔒 +¥9••••• (+••%) | 🔒 ¥8•••••• | 🔒 ¥7•••••• |
| Heating | 🔒 1•• (••%) | 🔒 +¥4••••• (+•%) | 🔒 ¥7•••••• | 🔒 ¥7•••••• |
Nightly rate by day of week
Occupancy rate by day of week
Listings by channel
Listings by rental type
Listings by amenities
Listings by size
4+ bedrooms (0%)
Listings by availability
Length of stay by bedroom
2 bedrooms (2.5 nights)
Studio (2.3 nights)
1 bedroom (2.1 nights)
3 bedrooms (1.9 nights)
4+ bedrooms (1.7 nights)
Cleaning fee by bedroom
3 bedrooms (¥62)
2 bedrooms (¥56)
4+ bedrooms (¥45)
1 bedroom (¥34)
Studio (¥0)
Professional host share
Professionally managed (66%)
Independent hosts (34%)
Over the 12 months ending August 2026, the Tochigi market averaged 353 active Airbnb and VRBO listings, up 23% from a year earlier and up 84% over two years.
An average Tochigi listing earns ¥3M/year. High-performing listings earn ¥10M, while low-performing listings earn ¥1M.
Average occupancy in Tochigi is 32%, producing RevPAR of ¥6K per available night.
4+ bedroom listings generate the highest average annual revenue in Tochigi, at ¥4M.
Rules vary across Tochigi. Nikko: Moderate. Minpaku registration required under national law, fire safety standards, neighborhood notification. Standard enforcement in tourist areas. Utsunomiya: Moderate. National minpaku registration mandatory, 180-day annual cap unless hotel/ryokan license. Enforcement primarily complaint-driven. Nasu: Lenient. Basic minpaku registration required, but enforcement light in resort areas. Many operate informally given tourism focus. Verify requirements for the property's jurisdiction.
The Tochigi Airbnb and VRBO market shows signs of oversaturation. Supply has grown 23% year-over-year, while RevPAR has decreased 18%, suggesting supply is outpacing demand.
RevPAR is highest in August and November; it is lowest in June and February.
The most common amenities are Air Conditioning (98%), Parking (92%), Internet (91%). The strongest positive revenue associations are Sauna (+102%), Washing Machine (+74%), TV (+71%).
Average daily rate in Tochigi is ¥37K, up 4% year-over-year. Rates peak in September and are lowest in June.
Guests in Tochigi book an average of 33 days in advance, down 10% from last year. Booking windows range from 32 days for 4+ bedroom listings to 33 days for 3-bedroom listings.
Booking demand is highest on Saturday and lowest on Wednesday. Nightly rates peak on Friday and are lowest on Monday. Weekend occupancy is 29% higher than weekday occupancy.