When hard-core scuba divers or intrepid backpackers sought accommodation in Roatan not too long ago, their choices were largely restricted to rustic, mosquito-ravaged cabins.
That all changed with the arrival of Infinity Bay and its upscale condominium units on stunning West Bay Beach in 2007.
Many locals and ex-pats were horrified at the prospect of gentrification coming to their quaint paradise but 10 years later Infinity Bay remains one of the most desirable addresses in Roatan.
And the landscape took another leap forward three years ago when The Grand Roatan, at the unspoiled end of West Bay, opened its mahogany doors. Around the corner, the Meridian at Lighthouse Point has become perhaps the island's most exclusive destination.
Older popular resorts such as Henry Morgan are now spending millions in upgrades to cope with the demand.
But the old Roatan is never far away: Venerable Foster's still offers beach-front cabanas for as little as $79 a night while in the bohemian atmosphere of West End, a room with breakfast can be had for half that.