U.S. hotels' average daily rate in 2010 will decline 1.4 percent, according to PKF Hospitality Research

, which expects the industry's average occupancy to remain below 60 percent. "The most prevalent rate discounting is forecast to occur in the upper-upscale segment," according to PKF president Mark Woodworth. "The decline in ADR reflects the negotiating leverage currently held by meeting planners." For 2011, PKF projected a 3.4 percent ADR increase as economic conditions improve.