For Front Loaders
Depending on how much towels you bought and the washer you have, you may want to wash the items on a cycle with a higher level of water and around 40º-60ºC (around 104ºF - 140ºF), to "fluff" them up. Add a small amount of un-scented or hypo-allergenic fabric softener, especially in FL machines to ensure that aren't crunchy.
Cycles with higher water levels will usually take a smaller load - so observe this and be VERY CAREFUL with detergent dosage. Preferably, use 1 tablespoon of detergent MAX for the main-wash period and use temperature to get the better chemical action, rather than extra detergent. Believe me, even a little bit more than 1 tablespoon with towels is a nightmare for machines trying to spin and pump water away...
Regardless of whether you are line drying or tumble drying, vigorously shake the towels (Hold ends, shake up/down with hands to "wave" the towel then side to side). This will loosen the fabric after the faster spin of the FL machine and fluff it up. Then line dry or tumble dry. I would say tumble dry to capture excess lint.
Following this, wash the towels regularly on either a regular or high water level cycle, with the same temperatures and actions as described above. This should yield very soft and good towels. Should the towels only recommend warm water as the hottest "possible" temperature, use a liquid sanitizer once you have started using the towels, to ensure that they are being sanitised. Towels do get quite icky with use. The ones I am referring to have a maximum wash temperature of "Warm" (around 40ºC/104ºF - 50ºC/122ºF). Hopefully you have sturdier ones that could be washed in hot. Unless they are synthetic or dark, I fail to see any problem with hot water.