Lou,
I was probably the best customer of a travel agent with whom religiously we used every 2nd or 3rd January to book the summer holiday. We would pick up a cheapie or two during May or October also. Throw in a city break as well and I think you could call us GOOD CUSTOMERS over the year.
Then (perhaps 12 years ago) on 2nd January we booked a family holiday in Turkey (6 of us £2450.00 pounds not euro) and on 2nd week of February the exact same holiday was advertised for our dates, destination, holiday apartments etc at less than half the price. I contacted our 'friendly' travel agent who put me in touch with the travel company who advised me not to cancel and they would negotiate later (July). I accepted their word and their negotiation later was they were maintaining their price. You may say that I got the holiday at the going price. But, it would have been cheaper for us to cancel (lose our deposit) and rebook the exact same holiday. The travel company and travel agent let me down.
The following year (once again) we booked on 2nd January a family holiday in Crete. Our youngest daughter could not travel because she broke her leg just prior to the holiday. The Insurers refunded me a few bob of the price paid for my daughter. If my memory serves me right, I would have been better off not claiming. The insurance people are usually based in the UK despite the advertising that the travel agent uses all things Irish.
Since then we have been booking privately owned apartments or duplexes and have saved a fortune - I kid you not. By the way we would still use our travel company, but only for good cheapies.