I think I'm heading to swim with whales sharks again and am looking for a place near Playa Norte (we stayed down south last time and I want to be closer to town and near a beach this round). I don't need all inclusive. Any suggestions?

We did an Isla trip a couple years ago and stayed at Privilege Aluxes.

It's not on Playa Norte but it's just a short walk around the corner. We liked it cause it was nice but not super swanky but also not a roach motel. It's on the beach with a cool private beach bar/grill. They do have AI options if you end up wanting that. We did just because we boozed a lot but the food was actually pretty decent for AI.

Highly reccomend

Wife and I rented an awesome house right next to the military base couple of years ago. Has its own pool and close enough to town to walk. Highly recommend staying here over a hotel.

http://casamusicadelcaribe.com/

Have stayed at Hotel Ixchel and Playa Arena, both were great, Ixchel is a little nicer, more amenities and able to get a balcony beach view, but Arena is cheaper. Would happily stay at either again. If you don't have to be on Playa Norte, I'd look here http://www.villalabella.com/ . Haven't stayed there, has always been booked, but always go to the bar. Best drinks in town at their bar, and great place to relax. Isla is the best.