Went to Jamaica for the first time in 1990, stayed in Montego Bay. Then went to other Carribean Islands for a few years, but came back to Jamaica. My wife and I love Negril. Before vacationing, I check for deals, not being cheap, but I like to get my $ worth. Since 2004 we have stayed at both Riu's in Bloody Bay and then go to the West End when we feel the urge. We have always had great times at the Riu's, with no complaints. We find this to be the best fit for us. I am not yet sold on the Seven Mile Beach. Just came back from Jamaica last week, was not impressed with Margaritaville, but have always enjoyed the sunset at Ricks. Are we missing out on some things by not staying at the other end?