In my previous house, we had engineered wood flooring, it was very good looking and hard wearing. It needs to be properly installed and maintained but we felt it was worth the investment. We had a couple of Karndean tiled floors in the bathrooms too. It was hard wearing and looked great but was expensive. They do wood effect too.
In the current house, my cinema room has a porcelain tiled floor with underfloor heating (very nice underfoot in the winter). I found that there was a marked slap echo and slightly muddled bass. I tamed some of this with artwork on box canvases, a fabric sofa with lots of cushions and a rug on the floor. I also bought some fabric blinds for the windows (I had metal blinds in those at first). The most effective acoustic treatment though (as you would expect!) was to install some proper bass trapping in the front corners and at the first reflection points (I highly recommend Gik Acoustics for their advice service and their products - they now do bass traps with pictures printed on them). I still want to add some trapping on the ceiling at the reflection point there. This has resulted in the stereo, unequalised hifi sound becoming unmuddled and doing justice to the speakers and amplification.
After that the final part of taming the room came with using Audyssey XT32 on the pre-amplifier for movie watching. I managed to get a Pro kit to calibrate it so its working at its full potential but the basic setup still worked very well.
I think a stepwise approach using all the suggestions in this thread, once you have your room installed is the best way of getting to a sound you are happy with. The bass trapping was expensive (but worth it to me) and you may not feel that you need it. AVForums has a whole forum with guidance on room treatment.