I'm a little biased, just bought in to the timeshare last trip. We started going to the Reef Club 3 years ago and have been 3 times with the most recent being 12/15-22 2004. I have 2 kids, daughter 8 and son now 13 (diver). My wife and I started going to Coz in the mid 80's and got married there in '89. We always stayed in town at Casa del Mar and used Del Mar Aquatics back then. Kids came and vacations went by the wayside. As soon as my son was old enough to get certified (10) we decided to head back and our LDS had a trip to the Reef Club. The kids loved it and so did we. Clean, friendly (as everywhere in Coz), great beach, decent food, and TONS of activities for the kids. No worrying about getting the kids fed since food is always available. The Jr. Suites are nice and the hot tub on the balcony is a real plus. Some people on the board don't like it due to the food but we have not had a meal where we didn't find something we liked. They do have a formal restaurant if you want to order off a menu. Better food elsewhere, sure as is always the case. Worse food elsewhere, sure always the case. Personally I don't like going to town anymore due to the cruise ships, too many people. Cozumel is for diving and relaxing, not listening to hundreds (if not thousands at times) of people and fighting crowds. It's also nice taking a slow but short boat ride instead of the very fast but short boat ride. One caveat I found when booking the last trip online (part of hotels.com, actually called and spoke to someone to book), there is another hotel that has the same general address and called Reef something (can't remember exactly) but is not the all inclusive Reef Club. The pictures on the website were the Reef Club rooms which was very deceiving. After booking the hotel I called down there to request a specific suite and they didn't have my reservation. After quite a few phone calls to the travel company they admitted it wasn't the Reef Club "I was thinking of" so I cancelled the reservation. Make sure it's the AI Reef Club! If you're interested I have extra points and would be interested in selling some. PM me if you're interested or have other questions.