Thoughts inevitably turn to holidays at this time of year. Images of sun-kissed beaches wash over us as the travel agents' television advertising campaigns begin in earnest. They become all the more alluring when the snow starts to fall.

But the sorry tale of Global Vacations and its associated companies is a timely reminder that great care must be taken when booking that dream holiday.

When people were telephoned at home and told they had won a free holiday, it seemed too good to be true. So it was to prove.

There were enough strings attached to equip an orchestra. The first was the most important: "winners" had to attend a sales promotion in York. Many at this point smelled a rat and put the phone down. But enough agreed for the company to put its remarkable sales strategy into action.

The Global Discovery Club's sales training manual, leaked to the Evening Press, might have been subtitled 'how to make friends and influence people'. Staff were taught to turn customers into friends to influence them into parting with their cash.

It was subtle, high pressure salesmanship, and it worked. Many handed over hard-earned money that they could not afford to waste. They are unlikely to see that cash again.

The holiday company may well have been set up with good intentions. But by the time of the sales presentations in York, it appeared to be insolvent.

That conclusion by the Official Receiver strongly implies that company bosses continued to customers' money knowing that they were unlikely to be able to deliver the holidays promised. Trade Secretary Stephen Byers sums this up in one word: deception.

The Government is right to pursue this matter vigorously. The company bosses must be brought to account: their irresponsibility has cost many people hundreds of pounds.

For the rest of us, this story reinforces age-old truisms: never expect something for nothing. In holidays, as with much else, you get what you pay for.