Stayed on the cliffs my last two visits. Before that I stayed at the beach for the last twenty five years.
On the cliffs it is nice to be right on the sea, hear the waves. On the beach you hear the crickets, also a great sound. Seems like less mosquitos on the cliffs.
I rent a scooter when I am in Negril so it makes it very easy to be on the beach when you want the beach, and up in West End when you want the cliffs. Lots of great restaurants in west end too.
One drawback of the west end is that I would have to say the road is dangerous for pedestrians. Too many fast cars, seems the police can't control it all the time. Many spots with walls right beside road, and no where to go if a car comes flying at you.
Where will I stay next reach? Don't know, like the beach and the cliffs.