From Marriott to the Mountain
During David Fluek’s (Econ’94) 22-year tenure in the hotel industry, he created and led the Marriott Bonvoy loyalty program, which serves more than 270 million travelers. Now he’s turning his hospitality skills to the world of skiing. In early 2026, he joined Alterra Mountain Company as chief customer officer and president of the Ikon Pass, which includes more than 70 skiing and snowboarding locations worldwide.
David Fluek heli-skiing at CMH Kootenay Lodge in British Columbia.
What brought you to Marriott?
When Marriott acquired Starwood Hotels and Resorts in 2016, I was charged with combining both companies’ loyalty programs. It was one of the most challenging times of my career. We had to combine member data that stretches back decades from two legacy systems with tremendous complexity while still running a round-the-clock global business. We created Marriott Bonvoy, which is now one of the largest loyalty programs in the world and allows tens of millions of customers to use their loyalty points for memorable trips. To launch something so successful from such a difficult business challenge is a real highlight.
What are you most eager to work on at Alterra?
I’m excited to improve the end-to-end digital and physical experience. Some of my best memories with friends and family have been up on the ski hill, but the experience still has a lot of friction. We can do more to make it easier to travel to the mountain, go through the rental shop, get up on the hill and then meet people at the end of the day for a well-earned après-ski experience. I hope to bring more people in to experience the joys of skiing and snowboarding.
Are there any other up-and-coming outdoor experiences for people to enjoy?
Some of my favorite activities are to visit hot springs, cold plunges and saunas after a great day on the mountains. For people who’ve tried these in some of the great places around the world like Iceland or Japan, it can be an amazing experience at the end of a big ski day or summer hike.
What’s your favorite ski run in the world?
It’s like choosing a favorite child! But I think that for an amazing groomed run, I love Hughes at Winter Park. Going back to my college days, I still have a soft spot for Pallavicini Alleys up at A-Basin on those steep shoots. For tree skiing, I don’t think there’s anything better than Shadows and Closets at Steamboat. And for anybody who truly loves powder, you’ve got to put heli-skiing on your bucket list.
Photo courtesy of David Fluek