Just a tip, if you take it out don't forget to call them to register the Mobile Phone Insurance with the details of your phone. The number is in the Pack. Its insured up to £500 for loss, theft and Accident.
Good Luck
We've always used AXA. I think we paid about £40 for 2 adults and 2 children last year. It even had a clause about no snow - ie they would pay you Xamount per day that you were not able to ski due to lack of snow.
We've had to claim on AXA once when our daughter needed to go into hospital in the States and they were really good. It was so easy - they sorted everything out for us - we only had to pay for the prescriptions and so we've never looked anywhere else for our travel insurance.