We just got back from Tulum and in general were underwhelmed. We had a private car take us from the airport to Le Zebra. It was a boutique hotel on the beach south from Tulum proper. The hotel itself was excellent, good on-site restaurant, and the sister hotel next door also had excellent food.
We did a one-day guided tour of the ruins, swam in a cenote, and had lunch at a local home where the family served us the most delicious meal on the trip (not kidding) - chicken wrapped banana leaves and baked in the ground, with fresh tortillas and a fantastic habanero sauce.
The food at the hotel was overpriced, but we expected that. But the food outside the hotel along the beach was not good and over-priced. We went to a restaurant our last night and it was easily $180 without drinks. A few simple lunches (think sandwiches) were easily $60. The only thing was reasonably priced was the 6-pack of Modelo.
My wife had to go to the hospital with an eye issue, and we used the opportunity to check out the touristy part of Tulum - lots of restaurants, pharmacies (they're everywhere!), and a few gift shops for tourists. Taxi to and from the hotel to Tulum proper was $85 (about 20 minutes each way).
I recommend against going to Tulum, especially this time of year where it's almost unbearably hot. Yes the beaches are awesome, and there are a variety of hotels of different price ranges, but there is not much to do, and things are over-priced.