Victory Liner, Inc.

is one of the largest provincial bus companies operating in

the Philippines. The company was founded by Mr. Jose Hernandez. Its humble
beginnings trace back from the years of Japanese occupation in the country. The
phrase "Victory Joe", reminiscent of America's victory in the World War II became a
household word way back then, Mr. Hernandez decided to coin out the name of his bus
firm from it, and so became Victory Liner.

Today, Victory Liner, Inc. has grown as one of the largest bus transportation
business groups in the Philippines, servicing all key destinations in Northern Luzon. As
of today, Victory Liner deploys more than 900 buses in its daily operations.

Brief History:

Mr. Jose I. Hernandez, a pre-war mechanic, has collected bits and pieces of
machinery, metals and spare parts from abandoned U.S. Military vehicles. He intended
to build a delivery truck from scratch for his family's buy and sell business of rice, corn,
vegetables and their home-made laundry soap. Upon completion of the truck, he was
surprised to see that what he envisioned to be a delivery truck turned out to be more
like a bus. On October 15, 1945, Mr. Hernandez's first bus plied the Manila-Olongapo-
Manila line. He was the driver and Leonardo D. Trinidad (a brother-in-law) was his
conductor.

Never did he know that that was the start of a very big thing. Later on, the Hernandezes
incorporated the business and became one of the main transport modes in the province
of Zambales to ferry passengers and goods to and from Manila and the provinces of
Bulacan, Pampanga, Bataan, Zambales, Pangasinan, Tarlac, Benguet, Mountain
Province, Ifugao, La Union, Nueva Ecija, Nueva Vizcaya, Quezon, Isabela, Cagayan,
Apayao, and Kalinga.

1960’s
Through the ingenuity of Jose Hernandez Sr., Victory Liner pioneered in the
conversion of front engine buses and the use of steel-bodied buses. In the late 1960’s,
the company adapted the use of diesel engines for its growing fleet.

Figure 1: Victory Liner Bus in the 60's

1970’s

Victory Liner provided the riding public with air-conditioned provincial bus service, a
novelty at that time. It was also the first bus company to institute the queuing system for
orderly boarding of buses.

1980’s

Victory Liner was the first to use the automatic transmission (the GM-Allison automatic
transmission) for its buses, and the use of television and video facilities in its buses.
Also, during this decade the company embarked on an aggressive training program for
its driver

Victory Liner Inc. was passed to the son of Mr. Hernandez, Johnny Hernandez.
SLOGAN:

"We Move People Better Safer"

HEAD OFFICE:

713 Rizal Avenue Extension, Barangay 72,

Grace Park West, Caloocan City, Philippines

VICTORY LINER Terminals and Routes: 

METRO MANILA TERMINALS

Caloocan
713 Rizal Avenue Ext, Caloocan City
Contact Number: (02) 361-1506 | (02) 361-4665 to 66
Route: Olongapo – IBA & Sta. Cruz – Zambales
Baguio – Dagupan – Guagua – Pampanga

Cubao
683 EDSA, Cubao, Quezon City
Contact Number: (02) 727-4688 | (02) 410-8986 | (02) 727-4534
Route: Baguio - Dagupan – Lingayen - IBA
Olongapo – Alaminos – Bolinao
Kamias
#766 EDSA corner East Avenue, Quezon City
Contact Number: (02) 920-7396
Route: Cagayan Valley (Santiago,Jones,
Ilagan, Tuguegarao, Aparri, Tuao, Tabuk, Aurora, Isabela)

Pasay
651 EDSA Pasay City
Contact Number: (02) 833-4403 | (02) 833-5019 to 20
Route: Olongapo – Baguio - IBA
Lingayen Guagua - Pampanga
Cagayan Valley (Tuguegarao)

Manila
551 Earnshaw St., Barangay 401, Sampaloc, Manila
Contact Number: (02) 559-7735
Route: Baguio, Pangasinan, Zambales, Cagayan Valley

PROVINCIAL TERMINALS

Alaminos
Marcos Avenue, Alaminos,Pangasinan
Contact Number: (075) 551-3332
Route: Cubao - Sta.Cruz Zambales - Daguapn

Baguio Old Terminal

Gov. Pack Road, Baguio City
Contact Number: (074) 442-5708
Route: Olongapo - Pasay - Caloocan - Cubao – Sampaloc
Baguio Passenger Centre
Utility Road Cor. Old Forestry Road.
Contact Number: (074) 442-5708 | (074) 619-0000
#002 Marcoville Baguio City

Balanga
Calero, Ibayo Balanga City, Bataan
Contact Number: (047) 237-0762
Route: Olongapo

Dagupan
Perez Blvd. Herrera-Perez, Dagupan City

Contact Number: (075) 522-5516-dispatcher | (075) 515-4518-shipping

Route: Caloocan - Baguio - Cubao - Pasay

Guagua, Pampanga
San Nicolas, Guagua, Pampanga
Contact Number: (045) 971-2002
Route: Pasay – Cubao

Iba, Zambales
Brgy. Palanginan, Iba, Zambales
Contact Number: (047) 811-1392
Route: Pasay - Sampaloc - Caloocan - Daguapn
Sta. Cruz, Zambales - Olongapo – Cubao

Lingayen
Avenida Rizal East, Lingayen
Contact Number: (075) 542-3984
Route: Cubao – Pasay

Olongapo
#27 Anonas St. West Bajac-Bajac Olongapo City
Contact Number: (047) 222-2241-dispatcher | (047) 222-4719-shipping
Route: Balanga Bataan – Baguio - Dagupan
IBA & Sta. Cruz – Zambales - Caloocan
Pasay – Sampaloc – Cubao

Roxas Isabela Booking Office

(076) 642-8081

Santiago
Callao East, Santiago City
Contact Number: (076) 682-7228
Route: Cubao - Pasay - Sampaloc
Tuguegarao - Aparri - Tuao - Tabuk
Cagayan Valley(Tuguegarao)

Sta. Cruz Zambales

Poblacion North Maniago St., Sta.Cruz,Zambales
Contact Number: (047) 831-1337
Route: Dagupan - Caloocan - Sampaloc
Olongapo IBA Zambales

Tuguegarao
#4 Highway Road,Pengue- Ruyu
Contact Number: (078) 844-0777
Tuguegarao City, Cagayan
FLEETS:

Victory Liner's fleet is composed of buses powered by engines built by leading

brands, they are as follows:

 Santarosa Motorworks, Inc.

 Del Monte Motor Works, Inc.
 Daewoo
 Hino
 Hyundai
 Isuzu
 Kia
 King Long
 MAN Diesel
 Nissan Diesel UD Trucks
 Yutong

Victory Liner coaches are built by local bus body builders like Almazora Motors,
Santarosa Philippines, Pilipinas Hino, and Del Monte Motorworks; as well as foreign
coach builders like King Long and Yutong of China, and Kia and Hyundai of Korea.

The bus company also has its own recapping plant. This facility has the capacity
to build coaches (which are also used in their fleet), or to refurbish old or dilapidated
coaches originally made by other coach builders.

FARE CLASSES:

 Ordinary Fare (non-air conditioned buses)

 Economy Fare (air-conditioned buses with ordinary fare)
 Air Conditioned (45 and 49-seater)
 Deluxe (air-conditioned buses with 31 passenger seats)
 Super Deluxe (air-conditioned buses with 29 passenger seats only; restroom
equipped)
 Victory Liner Inc. also offers chartered buses to accommodate pre-planned group
tours or trips. The rate is dependent upon the distance of the destination from the
point of origin and is usually inclusive of toll fees. An additional amount of P
500.00 is charged per hour in excess of the number of hours indicated on the
contract or itinerary resulting from unwarranted delay caused by the contractor.
The cancellation fee is P 1, 000.00 if it is done before the trip however, if the trip
is cancelled after the dispatch, a cancellation fee of 10% is charged. For
overnight trips, an amount of P 6, 000.00 will be charged over and above the
regular Pick and Drop rates.

VICTORY LINER INC. AT PRESENT

Johnny Hernandez, the original founder’s son and now the president and general
manager of the company, shares that while Victory Liner revels in being compared to
the famed Greyhound Line of America, the company still continues to strive to be on top
of its game.

“Like a driver behind the wheel,” says Johnny, “I know that there are still many
challenges ahead. When my father passed on the helm of VLI, he taught me to take
care of the passengers like they were my family. He said we must make sure they get to
their destinations in the best and safest conditions possible.”

The company is run by a few second and third-generation family members along with
many professional managers, who all have held on to the company’s decades-old
values – like being a stickler for quality buses, regular maintenance, and constant
innovation. As proof of the company’s adherence to these principles, Victory Liner did
not waver when it took on the risk of riding through perilous routes, such as when it
opened up its Manila-Cagayan route following the acquisition of Dacanay Express and
Angat Transportation Co. in the 1970s.

Johnny considered this a bold move in view of the unstable peace and order in the
region at that time, and all in order to serve the needs of Filipino commuters in that
area. He also pushed further the vision of his father in the 80s, during which the
company started purchasing real estate properties for use in operations such as
terminals, maintenance stops, refueling stations and rest areas for passengers and
crew.

Victory Liner continues to move small and big groups, providing the finest bus
rental service every passenger deserves- a clean, safe and relaxing journey. Boasting
of modern, air-conditioned buses, Victory Liner’s fleet allows groups to travel
comfortably and in style.

The company’s total number of bus units had grown ten times since its
incorporation in 1953 and the latest De Luxe non-stop air-conditioned bus service to
Baguio City is steadily gaining popularity for its comfortable amenities and stewardess.
With the support of the Board and the Family Council, the President and General
Manager, Johnny Hernandez, pushed for professionalism and education through a
human capital investment program for the second and third generations of the VLI
family, in preparation for the knowledge-driven economy of the future. He led several
family members in attending the Management of Family Businesses course at the Asian
Institute of Management.

Victory Liner Deluxe Bus-The company uses a special 29-seater bus equipped with its
own toilet/CR/washroom (aircraft terminology: lavatory), a service attendant
(sterwardess or "flight" attendant) and bus fare inclusive of light snacks (a bottle of
mineral water and pack of Cream-O chocolate cookies). The seats can be reclined
much more than the those of the ordinary aircon buses, comes equipped with legrests
and footrests to make your legs stretch just enough for you to lie down. Also unlike the
ordinary aircon bus trips, the deluxe service don't make
three stopovers due to the presence of the on-board
lavatory taking about 45 minutes off the travel time.

The deluxe bus service's 29 seats, all equipped with

seat belts, are numbered 1 to 29 with seat numbers 1,
4, 7, 10, 13, 17, 20, 23, 26 on the left column window side; seat numbers 3, 6, 9, 12, 19,
22, 25, 29 right column, window side (recommended if you want to be alone or
disturbed by your seatmate). The rest are middle aisle side. There are also two video
monitors for films shown during the trip.

As a frequent traveler, I have noticed the following positive and negative attributes. The
bus seats are larger — slightly smaller than a regular La-Z-Boy recliner — and spaces
for legs and elbows are roomier. No elbow contest will ever take place for the dominion
of the armrest because everyone gets two of each, a provision made possible by cutting
the number of seats per row to three from four and installing only 30 such seats in a
vehicle designed to carry 50.The Buses leave and arrive on schedule,and at times half
an hour earlier than expected. It also offers free Wi-fi so that passengers can still
connect to the internet even if they are traveling. Free bottled water and snacks are also
included on the trip and a portable comfort room (lavatory) is available inside the bus,
thus making the trip faster and hassle-free.

However, most of the buses lack features and suffer from poor upkeep. Although
seats offer more space, some may not work at all. As a result, whenever passengers
need to recline or push the seats back up, they almost always require staff
assistance.Some buses also lack those basket-type wire bags attached to the back of
the seat in front of you. As a result, items passengers want to have easy access to
during the whole trip is stored improperly. I also noticed that since the bus provided
internet access anyway, a lap desk should be installed in the buses to better
accommodate the comfort and the convenience of the passengers.

Victory Traveler Pass- Victory Liner also has the Victory Traveler Pass (VTP) service
for the passengers to be able to book a trip to various destinations of Victory Liner
without having to line up in order to purchase a ticket. The VTP is open-dated and has
an open-seat number. The VTP is all about convenience as it allows companies to allot
prepaid tickets to its field personnel who frequent any one of Victory Liner destinations.
As the VTP is pre-paid, the company or persons availing of this program will fill up the
VTP and present to the dispatcher in the terminals 40 minutes prior to the desired travel
time and date and they are good to go.

This limits the need for tedious reimbursements and keeping of tickets for
presentation to the accounting or audit departments of their respective companies. The
Traveler Pass is also perfect for parents who have children studying in one of the many
colleges and schools in the North because it provides the convenience and ease of
simply giving their children the VTP without having to worry about them carrying cash to
purchase tickets.

Fastrak Ticketing Order Service- The company is now providing online booking for its
passengers. Passengers can reserve a ticket online and have the ticket delivered right
at their doorsteps.

Key details about the Victory Liner's Online Booking service.

 Currently offered for Baguio & Cagayan valley trips, ticket reservations can be
made for trips 8 days prior to the date of the trip.
  Passengers need to accomplish an online seat reservation form and wait for a
reply from a Victory Liner customer service officer.
 The reply will include a passenger subscriber number, the total ammount to be
made and payment instructions.
 Passengers need to make the payment at the nearest Metrobank branch no later
that the next banking day.
 Passengers will then need to either fax a copy of the bank validated payment slip
or e-mail a scanned copy.
 Victory Liner will respond with the seat assignment and waybill number. The
waybill number is for tracking the delivery of tickets.
 Passengers need only wait for the tickets to be delivered to them.

With the new Fastrack ticket order system, passengers who do not wish to go to
our terminals or who live far from Metro Manila may buy their Victory Liner tickets in
advance.This innovative system is perfect for discerning travelers with a demanding
schedule and do not have the time to go to ticket counters to purchase tickets. What’s
more, Victory Liner’s Fastrack ticket order system makes it possible for passengers to
avail of tickets from the comfort of their own homes, offices or anywhere they are.
Travelers from Visayas and Mindanao can make reservations and have their tickets
delivered to their doorstep. No more waiting, no more frantic phone calls, no more
queuing at bus stations.

Victory Liner bus charter services are equipped with air conditioning and facilities like
television, DVD player and microphone — perfect for on-board karaoke sessions. Once
aboard, simply sit back, relax, take in the scenery and revel in the one-of-a-kind
experience.

Passengers may design their own trip. Or let Victory Liner do the work-from the
itinerary to hotel accommodations. The bus liner is in partnership with some of the best
hotels in Luzon, allowing groups to have a grand time from the moment they step inside
the bus to their specific destination.  All passengers have to do is show up, and leave
the rest to the reliable team of Victory Liner.
SAFETY AND SECURITY:

According to an article at lakbaypilipinas.com based from an interview conducted

by a passenger with Victory Liner’s crew while plying the Baguio-Manila Route:

1. They prevent standing passengers, that’s why they do not pick up possible
passengers when the bus is full. They only pick up when they know that some of
the passengers will go down on a nearby town. The reason for this is that they do
not want sleeping passengers to be disturbed by standing passengers. Also they
do not want the passengers to be tired from standing during a trip.
2. All buses are equipped and tracked via GPS. If they enter an Express Way their
main office will be alarmed when the bus goes over 100 kms/hr. An alarm will
mean a suspension for the driver, no more second chances.
3. Buses are cleaned every trip.
4. Baguio-Manila drivers and conductors only have one trip a day to ensure that
they are well rested during the trip.
5. All buses have CCTV cameras and microphones to monitor the bus, passengers,
driver and conductor’s situation during the trip.
6. The crew( the driver, conductor, stewardess) are wearing complete and neat
uniforms and have a courteous, amiable attitude
 ANALYSIS OF THE COMPANY

It is evident that Victory Liner Inc. is really trying its best to provide the best
quality service it can for its patrons and customers. Victory Liner constantly conducts
safety checks of its buses to ensure that every ride is as smooth and as entertaining as
possible. I am impressed that regardless of the simplicity of one of their tag lines or
slogans: “Safety checked double checked inside and out before every Victory ride” is a
very strong statement of what the company’s prime concern is, and that is the safety
and the security of their passengers. From reservation staff to its drivers and service
crew, Victory Liner professionals are the best in the industry. Doing this analysis, I have
found it hard to search for any customer complaints that talks about disgruntled drivers
or crew or if a passenger have come across a temperamental or rude staff of the
company. In fact, what I have found are several instances where customers can freely
speak and even tell jokes with the drivers and the staff on board.

I commend Victory Liner Inc. because never stop innovating and finding new
ways to satisfy their customers while having to deal with the different difficulties the
Philippine’s economy is facing nowadays such as the volatile prices of oil and the
natural calamities that cannot be foreseen.

I have read an article in the Business Magazine on an interview with Marivic H.

del Pilar,the Treasury and Marketing manager of Victory Liner, and when he was asked
on how they are able to adapt to the rapid developments and growth of their
competitors,she said that "We differentiate ourselves in terms of service, in having the
most number of buses, most number of routes and most number of dispatches in a day
to any one route,". Today, she said that even though a number of other bus companies
have cropped up, Victory Liner’s service sets it apart.

I am actually convinced that this is true because being a frequent traveler myself,
plying Baguio- Manila and Baguio- Olongapo routes. I have experienced commuting
with other bus companies other than Victory Liner, and I end up comparing these bus
companies to VLI, and I just didn’t compare the physical aspects such as the bus, the
utilities, etc. but instead the whole experience of the trip.
Ms. del Pilar said Victory Liner considers its people its greatest asset. "What for are
nice, brand new buses without competent drivers, without dedicated managers and
employees? Take care of your employees. They can make or break the company," she
said. This alone proves that Victory Liner is a credible, reliable company because not do
they consider their employees an important part of the business but they consider these
people as a foundation or the stronghold of the company. By observation alone, I can
definitely see the difference that sets apart Victory Liner from other bus companies. For
example, as soon as you enter the new bus terminal here in Baguio City( PNR
Compound) you are cordially greeted by the guard( no matter what time it is) and they
immediately offer to help you with your luggage( even though it may seem light or
small). All the employees are wearing their clean and properly ironed uniforms with a
touch of cordiality and amiability that a passenger can certainly dismiss.

Ms. Del Pilar also said that the bus business is a labor intensive business, and the
management and its employees have to work together to attain their goals. "When we
take care of our employees, they in turn want to take care of our customers. It’s a cycle
of happy people wanting to give happiness to other people. Angry people cannot give
love to other people," she said as a matter of fact.” This is a simple application of logic,
but as a tourism student, I hope that all hospitality and tourism service establishments
and businesses become accustomed and apply this knowledge in dealing with their
employees. Yes, indeed, customers are always right and that is when they are looking,
but once they turn their backs, there are always two sides of the story.

Ms. Del Pilar said that the bus firm is capitalizing on strong tourism growth
particularly in Northern Luzon, even as volatile fuel prices and government policies force
them to adapt to the times, we can never be lax as far as bus maintenance and training
is concerned.” Recently, new developments and products have been introduced by the
company. An online ticket ordering and delivery service is now available in the internet,
however, I think this is an opportunity for Victory Liner to expand their horizons since
this system is only available for Manila to Baguio and Cagayan Valley trips, I believe
that if they open this service to their other routes, this will be a great help for a lot of
their passengers. Also, they should also invest in keeping the standards of the quality of
their buses and they should also make sure that all the minor damages of the interior of
the bus like for example a torn net rack or malfunctioning recliner, stained seat covers,
etc. should be attended to immediately because this simple things can still be a factor in
the satisfaction and perception of the passengers. Also, I strongly recommend that they
renovate some of their bus terminals especially of those in the Metro Manila area. In
comparison with the terminal here in Baguio City and the terminal in Cubao, surely one
has a lot to say. I believe that consistency of all the product and service attributes of
Victory Liner is crucial in maintaining their customer support and loyalty. Also,
advertisement wise, I am pretty sure that Victory Liner should invest more in keeping
the public informed of their company and the upgrades and developments of their
products and services. Their website alone has a lot of missing aspects in it like for
example the total number of their terminals, their fleets, the total number of employees
at present, and a clear view of the company’s mission, vision, and objectives. I believe
that this is important in assuring their credibility and reliability of the company especially
to those who are very meticulous in regards with these things. Investing in print ads,
television commercials, and radio plugs is also not a bad idea and I think this will help
the company grow more and sell more. Honestly speaking,I couldn’t find one
commercial from this company and I am kind of disappointed about it.

Overall, I believe that Victory Liner is one of the best bus companies in the Philippines
and that they really give the customers the best value for their money. Not only is it a
very successful business in terms of profitability and liquidity but this is a company that
has its values set on track.