Ciena Hotels & Suites Sees Mobile Key by OpenWays as Key Differentiator for New Brand

New concept from HotelWorks™ Development is changing the arrival model to offer the most choice and service with front desk bypass option from OpenWays; Mobile Key service will only be available via www.cienahotels.com to help maximize direct bookings

Chicago - February 14, 2012 - Ciena Hotels & Suites, the new brand recently announced by HotelWorks Development, will soon feature the Mobile Key by OpenWays front-desk bypass solution among a host of new and novel amenities aimed at exceeding guest expectations, differentiating itself among local competition, and building brand loyalty. The first property to go live with Mobile Key is the 75-room Ciena Hotel & Suites in Cotulla, Texas. With Mobile Key by OpenWays, guests use their mobile phone – any model, any carrier – as a convenient, secure room key for their entire stay.

"At Ciena Hotels & Suites, travelers are not bound by convention," said Bob Zachariah, HotelWorks Co-founder, President and CEO. "Rather, we think outside the hotel box, and that includes replacing traditional front desk check-in processes with a self-service environment that gives guests options in how they experience the hotel. Upon arrival, guests have the option to simply use their mobile phone – something they always have with them – and go straight to the comfort of their rooms. Our research shows that a significant proportion of our customers will want to use their own phone as their room key since it gives them independence, speed of access and options when they arrive.

"Convenience and unobtrusive service will be a big differentiator for Ciena Hotels & Suites, and it will be 'key' to helping us grow the brand," he said. "We look forward to building a close partnership with OpenWays and view them as a strategic partner delivering the unique Mobile Key self-service amenity to our customers."

The first Ciena prototype, designed by internationally known, award-winning Texas-based Frank Architects, will present unique architectural features, façade materials and vibrant colors traditionally not seen in limited- or select-service hotels. Future prototypes currently in development also will take a guest-centric design philosophy, with the first floor designated only for retail space and guest entertainment. The main floor will feature professional offices, retail stores, a state-of-the-art living room space with entertainment zones including pool tables and online gaming, an expanded business center, and an in-house movie theatre. All Ciena hotels will feature a swimming pool, fitness room, laundry facility, outdoor relaxation zones, free breakfast and 24/7 food and beverage selections, along with complimentary WiFi throughout the hotel, unique guest loyalty program, as well as a best-in-the-market segment Dreamscape Sleep experience. Click here for a 3-D exterior rendering of Ciena Hotels & Suites.

Any phone, Any carrier
Mobile Key by OpenWays is the first and only ubiquitous mobile phone-based front-desk bypass solution that is truly deployable today and enables travelers to securely use any of the 6 billion cell phones worldwide as a room key. OpenWays enables a guest to securely receive his or her room number and room key via cell phone (any type or brand and using any carrier network worldwide) prior to arriving at the hotel, and then proceed directly to their room upon arrival and open/unlock the OpenWays equipped door.

"Self-service technology is ideal in the hotel environment because it improves guest flow and alleviates frustration with long lines at registration for both staff and guests," said Andrew Sanders, OpenWays VP of Business Development. "Mobile Key by OpenWays enables guests to receive an e-mail or SMS/text message containing their room number before they arrive. They don't have to make any unnecessary stops at check-in. They can avoid any potential delays and proceed directly to their room by using their mobile phone as a room key. It's an extremely easy process.

"We are particularly pleased to be in partnership with Ciena Hotels & Suites because they are a new brand dedicated to offering high levels of service and choices for their guests," Sanders said. "The selection of OpenWays by HotelWorks proves the appeal of Mobile Key for the busy travelers who want options in how they interact with businesses and who want to get to their room as quickly as possible and without any fuss. Ciena Hotels & Suites will be leading the way in many areas by offering unique and surprising conveniences to its guests – just like Mobile Key."

About OpenWays | OpenWays is a global solution provider of mobile-based access-management and security solutions. With offices in Chicago, Las Vegas, Seoul and in Europe, OpenWays provides technology solutions allowing for the secure issuance and delivery of access rights and keys process via any cell phone operating on any network. The OpenWays solution is truly unique as it is built on the concept of credential dematerialization. The OpenWays mobile room key solution works on ALL the 6 billion cell phones in service in the world today. For more information, please contact Barb Worcester at +1 440 930-5770 or email [email protected]. More information can be found by visiting www.OpenWays.com.

About Ciena Hotels & Suites | Ciena Hotels and Suites is owned by HotelWorks Development, LLC. With visionary design and operational guidance from Bob Zachariah, the company is well funded with the institutional financial backing by one of the leading Texas banks. HotelWorks' international investors are diverse in background, with interests in the commercial and residential real estate development, energy sector, freight forwarding, high tech fields, medical, and international business, who together created a trailblazing hospitality idea factory dedicated to developing smart and unique global hospitality concepts. More information can be found be visiting www.hotelworksdev.com and www.cienahotels.com.