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.
