"Historically the industry in the U.S. has been one-size-fits-all, " said Tim Mapes, Delta's senior vice president of marketing.

WSJ: 'Premium Coach' Gets Popular

When planning for the decks was still in early stages, someone showed Tim Mapes, Delta's senior vice president for marketing, photos of a poolside installation orchestrated by Architectural Digest at the Raleigh Hotel during Art Basel in Miami.

WSJ: Collaboration: Delta Brings Back Outdoor Observation Decks