Contract renewal

Hi guys!

My elderly parents moved to a house which only virgin provide broadband too.

I signed up for a £27 per month deal for broadband and phone line. It’s coming to an end and I’ve been quoted £58 per month.  They aren’t heavy users of the internet but do rely on it and their land line.

I just find it frustrating that new customers are being offered £26 per month deals whilst the best I was offered on the online chat of £44 per month. 

Just wanted other peoples experience, what is stopping me in ending the contract and then signing up to a new contract? (I realise they will loose their current landline number).

Thanks