This is a very common problem, and, while typically room related, you can look at the speakers dispersion pattern and how they integrate into the room. I think it can be discussed in the light of several aspects.
The first and probably most obvious one is the capacity and frequency response out of the speaker itself. A speaker with inferior capacity will typically produce a lot of IMD that in turn alters the frequency response. Motor related distortion is usually an important contributor to this, but pure running out of excursion will sometimes also be the issue. If the system is tuned with incorrect frequency response bass may lack initial impact or sustaining weight, both connected to the frequency response.
But I guess horns are the main topic, and therefore an interesting consideration for you as well. PhD horn guru Bjørn Kolbrek did some testing on an in room bass horn that can be read here:
Bjørn Kolbrek's homepage. Here I have put up articles on horn loudspeaker projects, horn theory, and my ongoing horn research. You can also find some SW and tube amplifier related stuff.
kolbrek.hornspeakersystems.info
In short, he had issues with the room. Horns are in no way superior when wavelengths become large compared to the room size. We see the same in the pro audio and club audio systems industries. Bass horns are not popular, simply because where the sound ends up being strongest is really unpredictable. More bass in the local neighbourhood, or in the bar rather than on the dance floor is a very common problem. Function One, who is one of the biggest players in the club industry, started supplementing their dance stacks with bass reflex subwoofers years ago.
I think the easiest way to understand this is that a horn is often acoustically far larger than the physical dimensions of the speaker. It is the same problem as line array speakers. We are simply not far enough away for the waves to fully develop. It is partly the same problem that
@Buck_Rogers ran into when trying to measure his midrange horns, it requires more distance than a direct radiating driver.
The most effective way to reduce the challenges with in room modes seems to be cardioide, since they can be placed both relatively close to walls, but also further out in the room. They do not feed directly into either pressure peaks or nodes, so they connect far less to the modes. In addition, they can be made much more compact for the same capacity.