Wyndham Hotels & Resorts and Galileo Financial Technologies have broken new ground in the consumer loyalty space with the launch of the hospitality sector’s first co-branded debit rewards card in the U.S. The move signals a major opportunity for brands looking to leverage the massive and high-potential debit spending market as a driver of loyalty and engagement. 

The newly launched Wyndham Rewards Debit Card enables travelers to earn points on everyday spending, providing a pathway to loyalty benefits for debit-preferring consumers–a demographic that has largely been excluded from traditional rewards programs. 

Expanding rewards to the debit sector not only opens new opportunities for brand loyalty, but also promotes financial inclusion for millions of underserved consumers. 

Tapping the $4 Trillion Debit Market

Co-brand debit comes at a pivotal time for consumer brands seeking innovative ways to build loyalty. While co-branded credit cards have long dominated the rewards landscape, the debit market represents an enormous untapped opportunity. 

Approximately 45 million U.S. adults either lack a credit history or have minimal credit activity–and thus are shut out from earning rewards on everyday purchases and major expenses like travel. Meanwhile, more than 90 percent of U.S. adults have a debit card, with total annual spending exceeding $4 trillion, according to an estimate from the Federal Reserve Bank of Atlanta. This presents a substantial untapped market for brands looking to expand their loyalty programs and capture additional customers–both those excluded from credit-based rewards and those who simply prefer to use debit.

Beyond attracting new customers, co-branded debit cards also offer brands a valuable opportunity to strengthen connections with current customers who either choose to use debit cards or have no alternative payment options. This approach allows companies to reward existing customers who were previously excluded from traditional credit-based programs.

Meanwhile, research shows that younger consumers, including Gen Z, prefer debit cards over credit cards–making co-brand debit an effective way for brands to engage with this high-potential consumer segment. Recent research from EY found that nearly 70 percent of Gen Z consumers use their debit cards at least once weekly, while PMG reported that 65 percent of Gen Z plan to increase travel spending in 2025–and nearly 60 percent consider loyalty programs essential when making booking decisions.

Co-Brand Debit Beyond Hospitality

While Wyndham is pioneering this approach in U.S. hospitality, the co-brand debit model offers potential across various sectors. Brands in retail, dining, entertainment and other consumer categories can leverage similar technology to:

• Expand loyalty program reach to debit-preferring customers

• Access valuable first-party spending data and consumer insights

• Create daily touchpoints with consumers through their preferred payment method

• Build relationships with younger consumers early in their financial lives

As consumer preferences continue to evolve toward financial wellness and spending consciousness, co-brand debit rewards programs represent a significant opportunity for brands to strengthen customer relationships and drive long-term revenue with previously excluded segments.

For brands considering this approach, Galileo’s co-brand debit program offers a significantly reduced implementation timeline. Leveraging Galileo’s integrated card issuing, processing, Cyberbank Digital and program management services cuts what has traditionally been a year-long process down to just months, enabling brands to respond more quickly to market trends and generate program revenue sooner.

Want to Learn More?

Contact Galileo to explore how your brand can expand the loyalty frontier with co-branded debit.