Updated from 4:01 p.m. ET

Hotel and lodging companies' shares were mixed on Friday after a market research firm reported that hotel demand has remained very weak during January.

Smith Travel Research, which tracks hotel industry data, reported Friday that U.S. hotels posted double-digit declines in occupancy and revenue per available room, or revpar, during the week ended Jan. 17. Revpar is a key gauge of a hotelier's performance.

Year over year, the industry's occupancy dropped 12.9% and the average daily rate fell 4% to $101.96. The demand and rate declines drove industry revenue per available room down to $49.22, a 16.4% drop from last January.

Friedman Billings Ramsey analyst C. Patrick Scholes noted that the revpar declines were driven by a sharp decrease in occupancy, as both consumers and businesses continue to put off their travel plans.

The luxury segment posted the steepest declines as consumers continued to favor lower-priced properties. Occupancy at luxury hotels dropped 16.7%, driving revpar down by 22.4%. The luxury segment's average daily rate fell 6.8% to $260.43.

"It was more of the same," said STR Vice President Brad Garner in a statement. "The economy is battering the hotel industry."

Scholes noted that highway hotels performed better than resorts and hotels in urban, suburban and airport locations. Highway hotels' revpar fell 8.9%, compared with double-digit declines at resorts and other locations.

Bucking the downward trend, hotel revpar for Washington, D.C., jumped 20%, boosted by the presidential inauguration. Garner, however, expected more of a regional surge.

"We are mildly disappointed by the performance of the Middle Atlantic and Southeast regions where we thought there would be more of an uplift heading into Martin Luther King Jr. Day weekend and Inauguration Day," Garner said, "but we are still optimistic that we'll see the true effect of the 'Obama bounce' in next week's results."

Shares of Marriott International ( MAR - Get Report) was unchanged at $17.19, while shares of Starwood Hotels & Resorts Worldwide ( HOT) fell 10 cents to $16.17.

Wyndham Worldwide ( WYN) stock fell 20 cents to $6.54. Shares of Choice Hotels International ( CHH - Get Report) lost 72 cents, or 2.6%, to $27.22.

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