PricewaterhouseCoopers predicted a 5.2 percent reduction in U.S. hotels' 2009 average daily rate

, larger than its previous 2.4 percent reduction forecast. The firm cited "the effects of the sharp deceleration of the U.S. economy." PwC suggested the ADR decline will result from "reduced pricing power, combined with a reduction in share of lodging demand being accommodated by hotels in the higher-priced room rate categories."