Germany’s biggest package-holiday company, TUI, said Friday that it will establish a new hotel brand, Sensimar, and franchise one of the first hotels to open next summer on Rhodes. The company plans to have by 2012 a chain of 10 to 15 Sensimar hotels in operation in major holiday destinations. The target group of the Sensimar brand will be middle-aged couples looking for a holiday break amid comfort, personal pampering and delicious food while checking out the host country’s cultural sights. TUI will not build or operate the hotels itself, but will instead license the name and concept to hotel operators.