looking to buy travel insurance have never bought it before
what is the best company to look for? we are a total of 10 people how
much should I expect to pay and what coverage do I need?
The first question you need to ask yourself is what coverages are you looking for, and what coverage might you already have (from CC, homeowner's insurance, medical insurance, etc.).
Common travel insurance covers trip cancellation (prior to commencement of trip) and interruption (during trip) due to covered reasons. Many policies cover for missed connections, lost or damaged baggage, baggage delay, etc. etc. And then there's the medical coverage, covering you for medical emergencies while on a trip.
Some of the coverages are secondary (they will pay whatever other coverage won't), and some are primary (they will pay first).
Run through various scenarios of things you are concerned about (the need to cancel the trip due to death or illness of one of the travelers or immediate family, G-d forbid; interruption of trip due to similar concern; medical expenses; missed connections; lost or damaged baggage; delayed baggage resulting in additional expenses; etc.) See what your exposure is in any of those scenarios (what prepaid expenses are non-refundable in such scenarios, or what additional costs might be incurred), and then you can be an educated consumer, shopping for the right coverage for you.
There are also different offerings depending on your state of residence (with NY usually having the least options, but sometimes better (mis)priced products).
It should be noted that Allianz has an excellent Annual plan that covers your entire household for an entire year. My daughter who lives OOT and comes often to NY buys it to cover her entire family for medical expenses if they should be needed when they are away from home. It will also cover international trips etc. And since it is one price that covers the entire family, it might sometimes make sense for even a single trip if it's a large family.