We visited on a couple of occasions in the middle of our Calis hols, the first time for 1 night and we stayed in Marmaris. The next year we went to Icmeler for 2 nights and the year after we did a twin centre and had our first week in Icmeler before moving on to Calis. We really liked the place. It much bigger and yes it is more commericalised- Marmaris is like a mad house! However Icmeler is very pretty, the beach is nice although the sunbeds are packed on it, there is plenty of nightlife too.
Give it a go- its not an arduous journey and you see some lovely scenary on the way. Its even better if Mr Laffa's driving! We had brill times on each occasion and loads of 'laffs'! Unfortunately on our last night there my jewellry was stolen from the hotel- but that couldve happened anywhere!:-\