James S

Review of Azulik Hotel

Sad what happened here, they fell victim to their ...

Sad what happened here, they fell victim to their own greed. I stayed here for the first time two years ago, my room was $99 for one night. I came back the next year and paid $300 per night, still worth it although nothing changed other than the expansion of the resort - same room, triple the price. There wasn't enough hot (salt) water to fill the tub, but you kind of just rolled your eyes, laughed and shrugged it off because although service / convenience were mostly absent, the place is an absolute feat of design.

This year the room was over $900 per night all in. I actually still considered it (until my girlfriend told me it was insane to pay that, they don't even have fresh running water) but the reservations desk wasn t responding to my emails timely. I ended up staying at another place which honestly was much nicer (in the traditional sense, also FAR superior in terms of service and amenities) and 1/3 of the cost. Also located in a much better part of town.

I feel very conflicted about azulik because there are a lot of things that this place gets right, but service and comfort were never really those things and that was fine. But they've failed to scale their offering along with their prices. Now when I drive by I kind of laugh because it just looks silly with the boutique and gaudy restaurant - it's like they've forgotten what made them special in the first place. After driving by, I wouldn't even consider staying there again as the azulik magic is dead and buried - the broader magic of Tulum doesn't seem far behind to be honest.

If you decide to stay here, you'll probably enjoy yourself - at a minimum you'll get your Instagram shots. But you'll be paying 10x what those before you paid and you won't ever know the magic that existed there for a moment in time.

In summary, if you're earning less than seven figures - stay away, non negotiably. If you're earning a minimum of seven figures and you expect a certain level of comfort / pampering, stay away. If you're earning seven figures and you want a somewhat rustic albeit overpriced experience that you can take impressive pictures of, fire away.