Objective: There is increasing evidence that virtual reality (VR) is effective in the reduction of labour pain. The aim of this study is to examine women’s experiences, preferences and satisfaction in regard to the use of VR during labour. Design: Qualitative interview study. Setting: A non-university teaching hospital in The Netherlands. Population: Women with a singleton pregnancy, scheduled for induction of labour. Methods: Two VR applications, respectively a guided meditation (VR1) and an interactive game (VR2) were tested. Labour pain before and directly after VR was evaluated using the NRS score. Main outcome: measures Patients’ VR experience and application preference were examined using a post-intervention questionnaire and a semi-structured interview. Results: 24 women, of whom fourteen were nulliparous and ten multiparous, were included and 12 of these women participated in semi-structured interviews. Three themes were identified after data analysis: “The VR experience”, “Pain reduction”, and “Usability of the VR application”. All patients were highly satisfied with VR use during labour and reported pain reduction during VR. VR1 was preferred above VR 2 by 17 (71%) women. Both VR1 and VR2 caused a significant decrease in mean NRS scores comparing pain pre-VR use to pain during VR use, of respectively 1·81 (VR1) vs. 1·28 (VR2). Conclusion: All women were highly satisfied with VR use during labour, preferred guided meditation and experienced less pain. These results can contribute to the development of a potential promising new non-pharmacological tool to reduce labour pain. Funding: None.