Thanks Donna - that explains it!. Dependent upon the level of cover, that is reasonable but as it breaches the 100 USD barrier, I think that explains the reluctance to purchase.
My annual policy which covers world-wide unlimited number of trips/per year of a max duration of 60 days per trip (incl cruises and hazardous activities )and has lots of 'extras' included (volcanic ash cover) costs me a single person USD100 per year. I have 5 short non-cruise vacation trips within Europe booked. I will probably have to buy a specialist policy for my 4 month trip to Oz/NZ
I know I can buy cheaper but I like the belts and braces of my policy. For a family, the annual cost would be approx USD 170 - 200 I have just checked; single people pay a premium on insurance products also