Right on the Plaza Principal stands the five-story tower of Tepic’s Hotel Fray Junípero Serra (Lerdo 23 Pte., tel. 311/212-2525, fax 311/212-0251, www.frayjunipero.com.mx, $75 s $83 d). The hotel offers spacious, tastefully furnished view rooms with deluxe amenities, efficient service, convenient parking, and a cool and tranquil plaza-front restaurant. The 90 rooms have air-conditioning, satellite TV, and phones; no pool or parking, limited wheelchair access; credit cards are accepted.

Hotel Real de Don Juan (Av. México 105 Sur, tel. 311/216-1880 or 311/216-1828, realdedonjuan [at] hotmail [dot] com, $84 s or d) on Plaza Constituyentes appears to be succeeding in its efforts to become Tepic’s class-act hotel. A plush, tranquil lobby and adjoining restaurant/bar matches the luxury of the king-size beds, thick carpets, marble baths, and soft pastels of the rooms. The 48 rooms have air-conditioning, TV, parking, and limited wheelchair access; credit cards are accepted.