I went there last July. DH really wanted to go, but I'd never really given it any thought, so didn't know what to expect.
Lovely weather, lovely beach, nice hotel. But very very touristy. The hotel, same as the majority, was just over the road from the beach, and the beach road was all T-shirt shops, ice cream and hot dogs by day, and karaoke and happy hours by night. Had to fight for a sun lounger by the pool, but spent most time on the beach with DS.
we went AI (which wasn't necessary given the amount of restaurants around) but ate out several times, and visited the old town, which was rather lovely, lots of nice cafes and restaurants.
Depends what you want from a holiday really. It was a cheap(-ish) and chearful holiday, but very very touristy, but with fewer brits than your usual Majorca/Tenerife type places (I imagine). Our hotel was at one end of the main road, so it wasn't too loud at night, but I can imagine it gets a bit full on in the thick of it.
Hope that helps.