We took the earliest time offered (10am). We met at the spa at 9:30 am and were escorted over to the cabanas with the first group of lucky people!
I LOVED it first thing. The oils they used kept my skin so soft throughout the day! It worked out well. By the time we finished with our massages it was time for a cool frosty cocktail. I think if I would have had a couple of konk coolers before my masage, I would have slept through part of it, and I didn't want to miss one rub!
PLUS, if you are in the salt water and sand during the day, some of that can stick to you (even after a rinse off) and can get a little painful in the massage process.
I vote morning. (10 am was the earliest offered, so we didn't have to rush at all).