I think I checked each and every hotel on Boracay twice in my search for a place to stay for 7 nights, in the end my gf decided it would be SUR and that was a good decision. After some troubles with our flight which led us to Kalibo airport instead of Caticlan because the Caticlan landing strip needed maintenance everything went smooth, it's a long bustrip but boat transportation and transfer to the hotel were no problem at all.
Sur is located at Station 1 and that really is the nicest part of white beach, we went to the other side at Station 3 till we could not go any further and there's just so much difference : the beach at Station 1 is much cleaner, the sand is whiter, more "powdery", and it's not as remote from where the action at Station 2 is as a lot of people would expect, that is if you don't mind a 15 minute walk on the beach, and if so there's always tricycles to get you there and back.
Big plus is there's really not that much people around on that end of the beach, so of course there are vendors around but not too disturbing.
Now the Sur hotel is very nice, warm welcome by a friendly staff, every need is taken care of with a smile, we had one of the beachfront rooms and there's absolutely no remarks about that one. Cleaned every day, spacious, nice bathroom, a fridge, nice view (too bad about the sandscreens blocking the view a little but it was very windy indeed the first few days and there's the roof top terrace that makes up for that problem), a terrace we had our breakfast on daily and quiet atmosphere all around. The breakfast is nothing special but was ok, gotta have some luck with the juice though one day it's powder-juice the other day it's real juice. We had some other meals there and all those were very good except for the chili crab I had the first night, which was a lot of chili but almost no crab and I looked hard, and my gf was not too fond about the chocolate-bananashake but then again there's dozens of other places to go eat or have a drink within walking distance.
With beach towels provided and cabanas and/or sunloungers at our disposal we had a great time just staying at the hotel, their beachbar offers all drinks at reasonable prices so during daytime there really was no need to go elsewhere. And who needs a pool with the sea just a few steps away?
Conclusion : Sur is not the cheapest hotel around but the location and their service really make up for the price.