This study examines online information value structure and its motivational communication competence using the motivational language theory (MLT). MLT explains how communication acts directed by managers to employees generate a greater motivation for work. Five information value dimensions — functional, hedonic, innovation, aesthetic and sign — were identified through literature on the subject of MLT and applied to online information. This study confirmed the multidimensionality of online information and proposed four online information dimensions: experiential (hedonic–innovation), sign, functional and aesthetic. The findings also suggested that experiential (hedonic–innovation) and functional information values have significant effects for travel motivation, including exploration, family togetherness, novelty, escape and socialisation. Copyright © 2010 John Wiley & Sons, Ltd.