I have been twice on cruise stops and did day passes at resorts. DH and I went last July and stayed on the island for a week and loved it because we got out and really saw the island. We split the trip between two resorts and rented a car. We had the golf course and dive boats completely to ourselves. We can get a direct flight so it was a very easy trip for us. Defintely something we will repeat with the kids when they get older.
If you go, try Temporary Cals, the food is amazing!
We have a fair amount of travelling planned through 2015 so Roatan is not in our immediate week-long land vacation plans, but DH and I both really want to spend a week there. We want to do a refresher SCUBA course and spend the week diving, but there are other things to do there besides diving if that isn't your bag. I started an Excel spreadsheet earlier this week for potential dive resorts if we finally have time for the land-vacay. It's on my computer at work, but if you want it, I can send it to you next week.
The snorkeling is fantastic if you aren't a diver, the zip-lining provides beautiful views, the beaches are fantastic, the food very good, and the people friendly. From the research I started, there are also quite a few spas.