When a German company decides to build a new hotel in Manhattan and the design calls for the 13th floor to be renamed the 14th floor, what is the firm considering?

It is acknowledging a cultural symbolism about the number 13

Explanation:

A cultural symbol is an object, a behavior or a word that has a particular meaning in a culture. In Germany the number 13 is considered an unlucky number and they prefer not to use it and this is a cultural symbol. So, according to this, the answer is that the firm is acknowledging a cultural symbolism about the number 13.