Matthew Fryar didn’t set out to become a hotelier. But today, as General Manager of Avani Pattaya Resort, his path makes perfect sense. When he joined the London InterContinental, he came from retail sales with no formal hotel background. What shaped him wasn’t a mentor or a textbook – it was the environment. Working in food and beverage alongside people from all over the world, he learned to see hospitality through different cultural lenses. That early exposure stuck, and it still influences how he runs things today.

That global perspective has followed Matthew across regions and roles, and it’s central to how he approaches guest experience at Avani Pattaya. For him, meaningful travel comes from immersion – understanding how people actually live, eat, and connect locally. It’s a philosophy that suits Pattaya, a city often misjudged by first-timers.

His career path wasn’t straight. One of the most defining moves he made was stepping away from hotel operations entirely to work in hospitality IT, training senior teams on property management systems. It gave him a behind-the-scenes view of how hotels really work and, eventually, the confidence to return to operations at a leadership level. Sometimes the detour is what gets you there.

At Avani Pattaya, Matthew describes the property as an oasis in the middle of the city. Surrounded by tropical gardens and anchored by a sprawling pool and pool bar, it creates a clear sense of arrival. Guests know they’re in Thailand the moment they walk in, even though Pattaya’s energy is just outside the gates.

This year, he’s focused on evolving the Avani brand through community-driven experiences. Events like Oasis Beats bring relaxed poolside energy for guests and locals alike, while the City Champions program encourages visitors to explore Pattaya through the eyes of Avani’s team – hidden beaches, local restaurants, temples that don’t make the guidebooks.

Golf fits naturally into that experience. As a golfer himself, Matthew sees Pattaya as one of Thailand’s strongest golf destinations, with courses that challenge all levels. At Avani, golf travelers get thoughtful support – tailored in-room amenities, partnerships for golf apparel, spa recovery options, and dining privileges that work around tee times.

Balancing international standards with local culture isn’t a checklist for Matthew. It’s delivered through people. Avani’s team is encouraged to engage, share their knowledge, and help guests see Pattaya beyond the obvious – whether that’s a local eatery or a quieter stretch of coast.

Behind the scenes, developing people matters just as much. As one of Minor Hotels’ founding resorts, Avani Pattaya carries on its founder’s legacy through the Minor Young Talent Scholarship, supporting students from the region and children of team members. In 2025 alone, over 60 scholarships were awarded. Many recipients have gone on to build careers in hospitality. Partnerships with local colleges and universities help nurture the next generation.

Matthew’s advice to anyone starting out? Stay humble, stay curious, keep learning. Find mentors, embrace discomfort, and take opportunities that stretch you.

Looking ahead, he sees Pattaya evolving into a more inclusive beach destination – appealing to families, golfers, and lifestyle travelers. Growth in North Pattaya and Jomtien has already shifted perceptions, and more development in Central Pattaya feels inevitable. Among golf travelers, he’s noticed strong growth from Asian markets, drawn by the depth of quality courses and easy access.

Wellness and sustainability are now central to the guest experience. Avani Pattaya has expanded wellness dining, introduced sound healing, yoga, and meditation, and maintains long-term partnerships focused on waste reduction, energy efficiency, and emissions management. Local culture and events – from international music festivals to the Honda LPGA at Siam Country Club – are woven into guest recommendations through City Champions.

When asked for a local favorite, Matthew points south to Bang Saray, a small fishing village where fresh seafood and a slower pace offer a glimpse of coastal life beyond the city. His idea of a perfect Pattaya day for a golf traveler? Early tee time, relaxed lunch at the course, afternoon swim and drink at the pool bar, long spa session, sunset teppanyaki overlooking the beach.

One guest story captures his approach best. Recently, Avani welcomed back one of its original guests – returning for the first time since COVID after more than 3,500 room nights over 25 years. Unsure if anyone would remember him, he was greeted by team members old and new, all calling him by name. For Matthew, that’s hospitality at its best: not transactions, but long memories, real connection, and the quiet art of making people feel they belong.

When Ian Cording first arrived in Vietnam more than a decade ago, the country’s golf landscape was still finding its voice. There was energy everywhere, a sense that something was about to happen, but very few people could clearly describe what that future would look like. For Ian, that uncertainty was the attraction.

“I was drawn by the energy and the untapped potential,” he recalls. “It felt like a frontier where you could really make an impact.” What convinced him to stay was the speed of change. Courses evolved quickly, golfers became more informed, and the industry matured in front of his eyes. “When I saw how fast everything was developing, and the passion Vietnamese golfers brought to the game, I knew this was where I wanted to build my life.”

Before joining The Bluffs Ho Tram, Ian’s career combined senior roles in high-end hospitality with deep technical experience in course management. That mix still defines how he approaches golf today. In his view, a modern golf facility is never just about the course. “Golf isn’t only a game,” he says. “It’s a high-end hospitality engine. Modern means being seamless, where great service and great golf feel effortless to the guest.”

At The Bluffs, that philosophy is matched by a course that makes no compromises. True links land, towering dunes, dramatic elevation changes, and coastal winds ensure that no two rounds are ever the same. Ian often describes a round here as a dialogue with the environment. “You can play the same hole twice in one day and have two completely different experiences,” he explains. “It demands creativity and respect for the ground game. This is golf in its most honest form.”

There is one moment that never loses its impact. Standing on the 4th tee, with raw dunes falling away below, the East Sea stretching to the horizon, and the resort rising behind you, the scale of Ho Tram becomes unmistakable. “You feel very small in the best possible way,” Ian says. “That view captures exactly what we are about, a wild natural landscape paired with world-class comfort.”

While the 4th is iconic, Ian’s personal connection runs deeper. The exposed par-3 15th tests nerve and judgment against the wind, while the walk up the 18th offers something more reflective. Approaching the clubhouse, golfers sense closure, satisfaction, and a quiet grandeur that lingers well beyond the final putt.

Running a Top 100 course brings expectations that extend far beyond conditioning. Ian and his team focus on intention and flow. Every golfer should feel that the course was prepared specifically for their arrival. From caddies anticipating decisions before a word is spoken, to the smooth transition from the final green into the calm of the clubhouse, nothing is left to chance. “We’re not just managing a tee sheet,” Ian notes. “We’re creating memories that have to live up to the landscape.”

Technology supports that goal quietly in the background, managing pace of play, monitoring green speeds, and maintaining daily consistency. The human element, however, remains central. Caddies are trained as professionals, supported with language skills and emotional intelligence, and empowered to connect with golfers from around the world. “Culture is caught, not taught,” Ian says. “Leadership has to live it every day.”

Life at Ho Tram extends well beyond the fairways. Ian encourages visitors to experience the wider rhythm of the resort, evenings at one of the many restaurants, time at the spa, a film at the cinema, or simply watching the coastline change color at dusk. Outside the resort, local seafood markets offer a glimpse into the authentic coastal community that gives Ho Tram its soul.

Looking ahead, Ian’s vision is clear. The next chapter for Vietnam golf is not about numbers, but refinement. “The boom is shifting from quantity to quality,” he explains. Over the coming decade, he sees Ho Tram becoming one of Asia’s defining golf destinations, guided by sustainability, thoughtful growth, and deep respect for the dunes and coastline that made it famous.

For golfers who make the journey, that balance is immediately felt. A place where nature still leads the conversation, and everything else is carefully designed to support it.

Contact our team of friendly golf travel experts to start planning your next golf holiday.