My opinion is : I donīt really care HOW nice it is.... why?
Because itīs US$302 per night for a cabana on a beach with no A/C !!! ($270+ 12% taxes
Tulum Hotel Beach Accommodation)
If they can get people to pay that on a regular basis, then good luck to them. If they pull that off, then they have marketing talent, and i suggest that they should start selling refrigerators to Eskimos.