SuperFerry
SuperFerry was a major Philippine inter-island passenger-ferry brand that later became part of 2GO Travel.
Last updated August 22, 2026
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Overview
SuperFerry was a Philippine passenger transportation and travel brand operated first by Aboitiz Shipping Corporation, then by the Aboitiz-led WG&A and Aboitiz Transport System businesses, and ultimately absorbed into the 2GO Travel network. It served as one of the country's principal inter-island ferry brands, connecting Manila with ports across Luzon, the Visayas and Mindanao. Its service model combined passenger accommodation with cargo and vehicle transport, reflecting the importance of sea travel in an archipelago where domestic shipping links otherwise separated islands. The brand began on April 20, 1990, when Aboitiz Shipping introduced the M/V Aboitiz SuperFerry 1. The company built the name around relatively large, long-distance passenger ships, many of them acquired from Japanese ferry operators and adapted for Philippine routes. In 1996, Aboitiz Shipping merged with William Lines Inc. and Carlos A. Gothong Lines to create WG&A Philippines Inc. The SuperFerry name was retained and became the principal passenger-ferry identity of the new company. Aboitiz later acquired the interests of its former partners, and WG&A Philippines was renamed Aboitiz Transport System Corporation in February 2004. A significant brand refresh followed on March 8, 2005, when WG&A SuperFerry became SuperFerry Travel & Leisure and adopted a blue-and-orange visual identity. The change presented the service as more than basic transportation, emphasizing onboard amenities, passenger comfort and travel experiences. The brand nevertheless operated in a demanding market characterized by long voyages, seasonal demand, weather disruption, port constraints and strong competition from other Philippine shipping companies. SuperFerry's historical network included Manila, Batangas, Coron, Masbate and Puerto Princesa in Luzon; Bacolod, Boracay, Cebu, Dumaguete, Iloilo, Roxas, Tacloban, Ormoc, Palompon and other ports in the Visayas; and Cagayan de Oro, Davao, General Santos, Zamboanga, Iligan, Ozamiz, Surigao, Dipolog, Cotabato and Nasipit in Mindanao. Routes and ship assignments changed over time, but Manila remained the principal hub. The brand's history also included several serious maritime incidents. SuperFerry 14 was destroyed by a 2004 terrorist bombing and fire, while SuperFerry 9 sank in 2009 after capsizing off the Zamboanga Peninsula. Other vessels experienced fires, collisions or groundings. These events formed part of the operational history of individual ships and should not be treated as evidence that every SuperFerry service was unsafe. The company stated that, through Aboitiz-Jebsen, it became the first Philippine shipping company to receive the International Ship Management Code and that its fleet complied with the International Ship and Port Facility Security Code. On December 1, 2010, Aboitiz Equity Ventures and Aboitiz and Company sold Aboitiz Transport System and its brands to Negros Navigation Co. Inc. The transaction included SuperFerry and related ferry brands. In 2012, the businesses were reorganized under 2GO Group Inc.; SuperFerry, SuperCat and Cebu Ferries were integrated with Negros Navigation's operations to form 2GO Travel. SuperFerry therefore ceased to operate as a distinct primary consumer brand, although vessels and routes associated with it continued under 2GO for a period.
History
SuperFerry emerged from the expansion of Aboitiz Shipping Corporation into long-distance Philippine passenger shipping. On April 20, 1990, the company launched M/V Aboitiz SuperFerry 1, establishing a dedicated identity for its inter-island passenger services. The brand subsequently expanded its fleet with second-hand vessels acquired primarily from Japanese ferry operators. These ships were rebuilt or refitted for Philippine conditions and often combined passenger cabins, open accommodation, vehicle decks and cargo capacity. The corporate structure changed substantially in 1996, when Aboitiz Shipping merged with William Lines Inc. and Carlos A. Gothong Lines to create WG&A Philippines Inc. Rather than replace the established consumer identity, the new company retained SuperFerry as its principal passenger-ferry brand. During the following years, Aboitiz acquired the shares held by its former partners. In February 2004, WG&A Philippines was renamed Aboitiz Transport System Corporation, while the SuperFerry identity continued in the market. In March 2005, the company refreshed the brand as SuperFerry Travel & Leisure. The new name and blue-and-orange color scheme reflected an effort to emphasize the complete passenger journey, including onboard facilities and leisure-oriented travel, rather than presenting the service solely as a transport utility. SuperFerry served a broad domestic network centered on Manila and extending to ports in all three major Philippine island groups. Its destinations included Batangas, Coron, Puerto Princesa, Cebu, Iloilo, Bacolod, Dumaguete, Tacloban, Cagayan de Oro, Davao, General Santos, Zamboanga and many other regional ports. The fleet history was marked by both expansion and operational casualties. SuperFerry 14 was destroyed in February 2004 after a terrorist bombing and fire, with substantial loss of life. SuperFerry 9 sank in 2009 after capsizing off the Zamboanga Peninsula. Other vessels in the wider fleet experienced fires, collisions or groundings, including SuperFerry 3, SuperFerry 6, SuperFerry 7, SuperFerry 11 and SuperFerry 12. Several ships were later transferred to successor operators, renamed, sold overseas or scrapped. These individual vessel histories explain why the brand's fleet composition changed frequently. SuperFerry operated within the highly competitive Philippine domestic shipping sector, where sea transport is essential for passengers, freight and vehicles moving between islands. Through Aboitiz-Jebsen, the company stated that it was the first Philippine shipping company to receive the International Ship Management Code. It also stated that its entire fleet complied with the International Ship and Port Facility Security Code. A final corporate transition began on December 1, 2010, when Aboitiz Equity Ventures and Aboitiz and Company sold Aboitiz Transport System and its brands to Negros Navigation Co. Inc. The reported transaction value was US$105 million. In 2012, the combined business was reorganized as 2GO Group Inc. SuperFerry, SuperCat and Cebu Ferries were brought together with Negros Navigation's operations under the 2GO Travel brand. SuperFerry consequently became a historical brand and ceased to operate as an independent principal brand, although some former SuperFerry vessels continued in service under 2GO names.
- 2012
Integration into 2GO Travel
[1]SuperFerry and related ferry businesses were consolidated under 2GO Group and the 2GO Travel brand.
- 2010
Sale to Negros Navigation
[1]Aboitiz sold the transport company and its brands, including SuperFerry, to Negros Navigation Co. Inc.
- 2005
SuperFerry Travel & Leisure rebrand
[1]The brand adopted the SuperFerry Travel & Leisure name and a blue-and-orange visual identity.
- 2004
WG&A becomes Aboitiz Transport System
[1]WG&A Philippines Inc. changed its corporate name to Aboitiz Transport System Corporation.
- 1996
WG&A merger
[1]Aboitiz Shipping, William Lines and Carlos A. Gothong Lines formed WG&A Philippines Inc.; the SuperFerry brand was retained.
- 1990
Aboitiz SuperFerry 1 is launched
[1]Aboitiz Shipping Corporation introduced the Aboitiz SuperFerry brand with M/V Aboitiz SuperFerry 1.
Products and positioning
A large-scale, nationwide Philippine inter-island ferry brand positioned around dependable long-distance sea connections, passenger accommodation, cargo capability and onboard travel amenities.
Passenger transportation · 1990
Inter-island passenger ferry services
SuperFerry operated scheduled passenger services linking Manila with ports throughout Luzon, the Visayas and Mindanao. Voyages used a mixture of cabin, stateroom and open-accommodation formats, depending on the vessel, route and period. The service was designed for domestic travelers making long-distance island-to-island journeys.
Maritime logistics · 1990
Passenger-cargo and roll-on/roll-off services
The fleet carried more than passengers. Many vessels had vehicle decks or cargo spaces and supported the movement of commercial freight, personal vehicles and supplies between Philippine islands. This combined passenger-and-cargo model was central to the economics of domestic ferry operations.
Travel and onboard hospitality · 2005
SuperFerry Travel & Leisure
The 2005 brand refresh framed the ferry as a travel and leisure experience as well as a transportation service. Marketing under this name highlighted onboard amenities, accommodation and the experience of traveling between Philippine destinations.
Controversies
2009
SuperFerry 9 sinking
SuperFerry 9 capsized and sank off the southwest coast of the Zamboanga Peninsula while traveling from General Santos to Iloilo. The reported account attributed the accident to rough conditions and shifting cargo containers; ten people died, while all passengers and crew were accounted for.
2004
SuperFerry 14 terrorist bombing
SuperFerry 14 suffered an explosion and fire during a voyage from Manila to Cagayan de Oro. A Rajah Sulaiman Movement member reportedly confessed to planting a bomb for the Abu Sayyaf group. Of 899 recorded passengers and crew, 116 were reported dead and 53 remained missing and presumed dead.
Marketing campaigns
- 2005SuperFerry Travel & Leisure rebrand
Philippines
The company changed the public-facing name from WG&A SuperFerry to SuperFerry Travel & Leisure and introduced blue and orange brand colors. The repositioning emphasized passenger experience and onboard amenities.
Outcome. The identity remained in use until the business was integrated into 2GO Travel.
Brand decisions
2012
Consolidate SuperFerry under 2GO TravelStrategyBackground
The acquired ferry businesses were reorganized under 2GO Group Inc.
Action taken
SuperFerry, SuperCat and Cebu Ferries were merged with Negros Navigation operations and presented under 2GO Travel.
Aftermath
SuperFerry ceased to function as a separate principal consumer brand, although associated vessels continued under successor names for a time.
2010
Sell the transport business to Negros NavigationM&ABackground
Aboitiz Equity Ventures and Aboitiz and Company sold Aboitiz Transport System and its related brands.
Action taken
The business was transferred to Negros Navigation Co. Inc. in a reported US$105 million transaction.
Aftermath
SuperFerry later became part of the 2GO Travel consolidation.
Reported transaction value. US$105 million (December 1, 2010)
2005
Reposition the brand as SuperFerry Travel & LeisureStrategyBackground
The company sought to present its passenger operation as a broader travel experience.
Action taken
WG&A SuperFerry was renamed SuperFerry Travel & Leisure and given a blue-and-orange identity.
Aftermath
The refreshed identity was used before the later 2GO consolidation.
1996
Retain SuperFerry after the WG&A formationM&ABackground
Aboitiz Shipping merged with William Lines and Carlos A. Gothong Lines to form a larger shipping group.
Action taken
The new WG&A Philippines Inc. kept SuperFerry as its passenger-ferry brand.
Aftermath
The name became the group's principal long-distance passenger identity.
Recent events
- 2012
SuperFerry is absorbed into 2GO Travel[1]
M&A
The successor transport group was reorganized as 2GO Group Inc., and SuperFerry and related brands were integrated with Negros Navigation operations under 2GO Travel.
- 2010
Aboitiz sells transport business and brands to Negros Navigation[1]
M&A
Aboitiz Equity Ventures and Aboitiz and Company sold Aboitiz Transport System and its brands, including SuperFerry, to Negros Navigation Co. Inc. for a reported US$105 million.
- 2009
SuperFerry 9 sinks off the Zamboanga Peninsula[3]
Other
SuperFerry 9 capsized and sank while sailing from General Santos to Iloilo. All passengers and crew were accounted for, with ten fatalities reported.
- 2005
SuperFerry brand receives a new identity[1]
Campaign
WG&A SuperFerry was renamed SuperFerry Travel & Leisure and adopted a blue-and-orange brand scheme.
- 1996
Aboitiz, William Lines and Carlos A. Gothong Lines form WG&A[1]
M&A
The three shipping businesses merged into WG&A Philippines Inc., which retained the SuperFerry name.
- 1990
Aboitiz Shipping launches the Aboitiz SuperFerry brand[1]
Product launch
Aboitiz Shipping introduced the brand with the launch of M/V Aboitiz SuperFerry 1.
Sources3 sources
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