Hi
My favourite is the hotel Gala, it is a family run hotel and right in the middle of all of the action.

But i have seen some lovely ones down in costa adeje, but i haven't stayed in any of them, so i can't help on that maybe someone else will.

good luck

Stayed at the La Pinta over looking the harbour at Torviscas 4*great position
and nice rooms
ann

El Duke is a posh area,

Billyboy.

Hotel Botanico in Puerto de la Cruz??

http://www.hotelbotanico.com/hb_ing.html

near Loro Parque.....

I agree, the Botanico is pure luxury.

I've never been there, you understand

but I understand it was where the late owner of a local independent TO used to spend his own holidays

If your wanting luxury, quality hotels, look at the following:

Hotel Bitacora - Excellent 4 star, fabulous location, great food and friendly staff. Ive stayed here 5 times, and im a travel agent, we're the pickiest of the bunch!!

Riu Palace/Arecas 4 star, bit further out though.

Iberostar Grand Anthelia - 5 star, beautiful hotel.

It all depends on how much you want to spend. For the top end luxury, look at Sovereign holidays, Thomson Platinum that kind of brochure.