I read that Azulik, a previously unheard of hotel on the coast south of Tulum, was named the coolest, sexiest holiday on the planet in Escapism Travel Magazine (http://issuu.com/escapism/docs/escapism/117)

So, I visited and what a stunning place it turned out to be. They have 15 cabanas raised on stilts above a white beach. These cabanas have bathtubs carved out of zapote trees, and queen size beds. The place is wild and remote and very beautiful. Everyone whispers. I had never been to Tulum before but afterwards I was chatting to some travelers who said that not everywhere is as beautiful and peaceful as Azulik. It seems there are some very mixed places to stay. If you have the money for it (it's $325 per night) stay in Azulik. Escapism got it right - the place is pure paradise. If not, try their sister Copal which is a bit cheaper.