The other end (believe it's a dead end) is too far from everything else.
I liked the location of the Hyatt (there are at least 2 Hyatts) where we stayed - every room has an ocean view I believe and you can ly in bed watching sun rise. I personally do not like big resorts. It is also conveniently located at the midpoint of the hotel zone and close to either end.
Chetzinitza (spelling?), Isla Majores, and Cozmel are some places we liked. Tulum is another nice maya ruin on the ocean.
Do a search here you should find plenty of info.