Travellers from across the UK are rushing to book their British holidays in an attempt to save cash before the rate of VAT rises on 4 January, according to a leading tourism expert.

Nineteen per cent of people surveyed by the UK’s leading independent tourism and accommodation directory, iknow-uk, said that they have booked - or will be booking - their main 2011 holiday before January in order to save as much money as possible.

Some 36 per cent of Brits said they would consider booking their holiday before 4 January, whilst 41 per cent said they would have at least one UK-based holiday in 2011.

Marcus Simmons, managing director of iknow-uk, said:  “Despite Christmas being an expensive time of year, it’s obvious that cash-savvy Brits are taking a more long-term view on saving money and taking advantage of the pre-VAT rise prices while they can.

“January is traditionally the top month for people booking their summer holiday, but we’re seeing more and more people looking to get their main 2011 break booked before the New Year.

“In these difficult economic times every little helps, and my advice would be for people to book their summer holiday now if they can.

“There are some great deals to be had on UK holidays, and with amazing coastline and fabulous countryside, there really is something for everyone to do in the UK.  Savvy buyers can snap up a real bargain before the January rush.

“However - if you can’t book by the end of December remember that there are a lot of small B&B’s and cottages that aren’t VAT registered so there are still more great value deals to grab next year if you’ve spent up before Christmas!”

The standard rate of VAT is currently 17.5 per cent but increases to 20 per cent on 4 January 2011.

Founded by Marcus Simmons in 2003, iknow-uk operates 18 regional websites for accommodation providers including hotels, guest houses, holiday cottages and B&Bs.  The sites are visited by almost a million users each month.