Whether it's gourmet all-inclusives, romantic hideaways tucked into the jungle or style-conscious resorts with trendy design and luxe amenities, the Riv Maya (as insiders call it) is living up to its evocative name and catering to travelers of all stripes.

Its rapid growth in the past five years means plenty of competition, and many resorts are extending deals through the winter high season. Here's our guide to the best, the brightest and the bargains:

FAMILY PLAN
At the newly opened Azul Sensatori, family friendliness gets taken to a new level. Not content with a mere playroom, the gourmet-inclusive resort features an Interactive Development Center for children ages 2-3, a Kid's Club for ages 4-12 and a nonalcoholic bar and disco just for teens. For active kids there's a rope course, trampoline and trapeze in the My Gym children's fitness center. Jogging strollers are provided for Mom's Morning, a jogging/yoga program for mothers and babies.

Grownups need not feel neglected -an adults-only section features swim-up suites, rainforest showers and in-room Jacuzzi tubs, plus six gourmet restaurants.

LIQUID ASSETS
Located in the luxury enclave of Mayakoba, Rosewood Mayakoba is a spacious all-suite resort designed with contemporary Mexican flair and crafted from indigenous materials like Yucatan limestone. Each suite features a private plunge pool along with secluded bath gardens and an outdoor shower.

Even more dramatic are the 18 overwater suites with private docks, where a boat takes you to the beach and the world's second-largest coral reef just offshore - or to Sense, a Rosewood Spa designed around a cenote, a sacred Mayan well. Guests have access to the Greg Norman-designed El Camaleon golf course.

SECRETS' MANY SEDUCTIONS
Secrets Resorts & Spas, the all-inclusive luxury chain geared to adults, recently opened its third outpost here: Secrets Silversands Riviera Cancún. Floating illuminated beds, oversized showers, Jacuzzis for two and a stunning infinity pool that cuts through one building and leads out to the sea enhance the sexy surroundings.

For those seeking relaxation, Secrets Spa combines the latest in hydrotherapy with locally inspired treatments. Guests can try a variety of special programs like cocktail-making classes and dance lessons.

BLENDING WORLDS
The Spa at Mandarin Oriental Riviera Maya sets a high standard for holistic well-being, combining Mayan philosophy with Asian healing rituals. The offerings meld spa, beauty and heat experiences, as well as hammam, watsu pools and Time Rituals - personalized spa journeys booked in blocks of time.

GENUINE APPEAL
For an authentically shabby-chic Mayan experience, there's the Tides Riviera Maya. Near the picturesque town of Xcalacoco, the intimate 30-villa resort has a dramatic setting: individual palapas lie hidden within a jungle that winds out to a private beach.

La Marea restaurant overlooks the sea and features contemporary interpretations of Mexican and Mayan cuisine. Spa-goers are spiritually cleansed by an authentic shaman before indulging in a variety of uniquely therapeutic and relaxing treatments at Spa Maya, including a sweat lodge for purifying body and spirit, and a mystical ceremony for couples that includes beating drums and ancient songs in a Mayan fertility house.