It rarely happens anymore, but when it does it's infuriating! I'm a low-volume massage provider, so one NCNS in a day is especially rough. Sadly, I had to turn away a few requests today because of this moron. I'm not on the provider board, but I'll gladly share his info via PM or email, if any providers would like to contact me. (Yes...he had references and they've already been contacted!)
... no matter who does it. And it's especially bad when it results in lost income, as in your case.
But may I suggest giving the guilty party a little time to get back to you? Because real emergencies can and do happen, you might give him a day or two to explain what happened. If he doesn't get back to you with a good excuse and an acceptable offer to make things right with you, you can always spread the word to other providers then.
(And fwiw, I advise guys to give providers the same courtesy when the shoe is on the other foot.)
It also hurts us because the ones that get bit start double booking. I've had enough of that in the past year.
I suspect there are few of us who have never had this happen.