Another option that is often overlooked is staying in a rental condo or villa. I was there with 5 buddies in April and we had the "dive trip of a lifetime. We booked Villa Cabalitos through Cozumel Vacation Villas (
http://www.cozumel-vacation-rentals.com/) and dived with their partner dive op, Ventura Diving.
I honestly do not have a bad thing to say about either one. The villa lived up to and exceeded all expectations (which were not low). They do everything they promise and go above and beyond that (especially when you lock yourself out when you have 5 sets of keys
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You still get maid service and all that but you are not locked into the whole hotel thing where you may be forced to share space with people you don't like. We were near Chedraui and had no porblems getting cabs at any time. We cooked our own breakfasts or walked to Rockin Java when we were lazy, and did dinner twice but the rest of time went to Coz's great restaurants.
Ventura Nah is an amazing DM and a genuinely great person. We had the boat to ourselves (we did fill it) and we LOVED it. He is truly the kind of divemaster that you hope to find. Knowledegable and a great human being... with a great sense of humour and an uncanny knack for finding the cool stuff. Once he got comfy with our skill levels we did some AMAZING dives.
I really think that staying in a villa is a great way to be a tourist without feeling like a total tourist (does that make sense
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) Whatever you do you will love it there though!!!