If the new battle front in the online travel war is in growing ancillary revenue then AwardWallet is perhaps indicating how dedicated sites for managing loyalty schemes are also leaping forward.
The site has just had its second biggest month for new schemes added to the system with 13 individual loyalty programmes integrated in March 2010.
Its previous biggest period was in January 2010 when 20 schemes were added.
High profile schemes spearheading the new influx include Expedia, AmericInn, American Airlines, Hungarian Airlines and South Africa Airways.
Each of the new programmes allow users to track miles and points from a single portal.
The growth of sites such as AwardWallet - it will celebrate its sixth birthday in 2010 - indicate how important the loyalty schemes by many airline and hotel companies have become in recent years.
But while airlines in particular are scrambling around to differentiate their own programmes, AwardWallet and others have seized on the idea of aggregating schemes into a single place, no doubt helping business travellers more than other traveller type.
AwardWallet is also attempting to tap into the trip planning-sharing dimension spearheaded by TripIt et al with an itinerary system allowing users to link with friends and consolidate travel plans.