Just thought I'd share my recent villa experiences.
Because we were three, and wanted to eat in sometimes, we were after a villa rather than cabins/hotels on Tulum Playa. Our dilemma was whether to take a villa in Tulum town, or on Soliman Bay, 11 km to the north. In the end, we did both, and I must say, I was a little disappointed with the Tulum town option, which was not hugely convenient even for Tulum (it was on the edge, a long walk in to restaurants etc), and resembled something of a gated community.
Our villa on Soliman Bay, on the other hand, had a sniff of paradise about it. A car is essential (but then, we were using the car when we had the Tulum town villa). And it's more expensive, to be sure, but still I think better value for money. Memorably sited, and, in our case, beautifully designed (but a number of the villas looked nice). We ended up extending our stay there.