Cathy Enz, a professor at Cornell University, presented her findings from a seven-year study of the hotel sector, coming to a familiar conclusion. "Deep discounting doesn't do much," Enz said. Familiar, yes, but difficult as well. Duane Vinson, vice present of content management at STR, explained how the average daily room rate spiraled down during the economic downturn. While demand is starting to return, hotels are finding it difficult to raise their room rates.