UK travellers are rushing to book their British holidays in an attempt to save cash before the rate of VAT rises in January, according to a leading tourism expert. Nineteen per cent of people surveyed by 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. “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,” said Marcus Simmons, managing director of iknow-uk. “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. The standard rate of VAT is currently 17.5 per cent but will increase to 20 per cent on 4 January next year.