The spa at Couples is lovely. Was lovely when it was just in thatch small cottages around the tennis court, and now they have big space. The prices are steep for sure, and the massage is NOT the best for the price. However if you decide to go, or if they have specials for you, as mentioned by Lisapat above, go well before your appointment time and enjoy the enormous hot pool together first. Very zen.

Jackies massages are the best we've had in Negril, not counting our friend who used to set up in our room. She was great and that worked out swell till she moved to the US. So we ended up going to Jackies the last couple of years. The trip is long'ish, say 30 minutes each way, and the car fare is perhaps $20? each way I think? Can't quite recall, but in that neighborhood. But it's worth the experience. Jackies is remote and beautiful. Go as early as possible in the morning and get a couples massage overlooking the sea. You will think you own the world. It is so magnificent. And afterwards enjoy either another treatment (last time I got pedicure while my husband had a cold one at the bar) and treat yourself to some fabulous blended fruit concoction or other food/beverage. Then head back. You'll have spent a wonderful morning, and you can still enjoy Couples all afternoon.

Only once did I try a massage on the beach and it's only value was providing me with one heck of an authentic experience and good story to tell. Lousy massage. I'm sure that's not true with many of those providing services, but I haven't tried it again.