Alterra Mountain Company has appointed David Flueck as Chief Customer Officer and President, Ikon Pass. In the role, he will lead Alterra’s customer engagement strategy, alongside sales, marketing, and communications, while also stewarding the continued growth of Ikon Pass as the company expands its broader mountain destination ecosystem. The appointment was announced on February 18, 2026.
Flueck brings more than two decades of leadership experience in travel and hospitality. Most recently, he served as Senior Vice President of Global Loyalty for Marriott International, where he oversaw Marriott Bonvoy’s strategy, partnerships, and member engagement. His background centers on customer loyalty, brand growth, and experience-led commercial strategy at global scale.
Why this matters: This appointment signals that Alterra is sharpening its focus on customer lifetime value, loyalty, and brand ecosystem growth, not just destination operations. Bringing in a senior hospitality executive with deep loyalty expertise suggests the company is positioning Ikon Pass and its resort portfolio more deliberately around year-round engagement, premium membership economics, and stronger direct relationships with guests in an increasingly competitive outdoor travel market.
