Home design brand West Elm plans hotels in 5 cities

An app for guests will offer everything from check-in by phone to room service to ways to purchase furniture, bedding or other items seen in the hotel.

The first hotel opens late 2018 in Detroit's Midtown neighborhood, home of Wayne State University, the Detroit Institute of Arts, the luxury watch-and-bicycle brand Shinola and an up-and-coming hipster scene.

Bjorn Hanson, a professor at New York University's hospitality and tourism school, says that "featuring West Elm products in hotel rooms to create a positive guest experience" could be a plus for the brand, especially with younger travelers who may value "experience rather than convenience" in lodging and travel.

The rooms will emphasize comfort and design — "You can curl up on the bed under a very typical West Elm throw and watch a movie on the TV, or you can sit there and do work," Bowd said.

All hotels will have a food and beverage component, whether a "grab-and-go cafe bistro or a more traditional dining experience," with the goal of attracting both locals and hotel guests, and a focus on nutritional excellence.