I'd just like to note that I've been following Reddit on Tulum - holy cow, the prices! I gave serious consideration to going to the Conrad instead of the AI, thinking we could eat some more "authentic" Mexican food in town. My wife would have killed me. We had so many points back then, I was able to book both and then cancel the Conrad. It's a shame, things are so overpriced down there, and I think it's fair to assume most of it isn't going to the regular people. But either way, the takeaway for me is: if you want to go to Tulum, an AI is the only way to go. (Otherwise, go somewhere else.)