Iowamom,
In my limited "did stay at a Holiday Inn" experience, there is, on occasion, negotiation. But, I think the better approach is "I'm down to a few schools and I really like (your school) but we are trying to figure out how we can afford Fav College U." Sometimes, money can be found in places other than the athletic scholarship bucket. I think this approach is much more in the spirit of "let's try to work this out together" instead of "will you give me more than them".