Refusal to do refunds for canceled accommodation

I made a reservation for accommodation telephonically. I spoke to a certain Michelle who told me to a 50%deposit within 24 hours, which I did. Few days later something came up which led to me deciding not to go to Port Elizabeth as planned. I then called pine lodge for cancelation and refunds. To my surprise, I was told that if I cancel, I will forfeit my deposit of which they never told me that prior to my bookings, even on the pro format invoice they sent, such policy was not enclosed.