Let the distance to the place be \(d\) km.
At 10 km/hr, time taken is \( \frac{d}{10} \), and at 15 km/hr, time taken is \( \frac{d}{15} \).
The difference in time is 2 hours (1 p.m. - 11 a.m.). Thus, we have:
\[
\frac{d}{10} - \frac{d}{15} = 2
\]
Solving for \(d\), we find \(d = 30\) km.
Now, to arrive at noon, the total time should be \( \frac{d}{x} = 1 \) hour (since from 1 p.m. to noon is 1 hour). Thus, \(x = 30\) km/hr.
\[
\boxed{12}
\]