The big onsen ryokans really make you feel like a rock-star when they line up in a roll to greet you as you come off the buses.
I used to be uncomfortable about it as well but to Japanese nationals it's something that often times is expected and sometimes they even get mad if they don't get receive this type of service (お客様は神様です).
And it extends to other businesses as well where you are greeted when entering an establishment (bookstores, restaurants, drinking bars, small grocery and convenient stores, banks and even salons/barber shops).
It's something that I definitely miss about Japan, the good customer service and eagerness to greet and welcome patrons/guests. While some businesses in the US like high-end clothing retailers and classy restaurants are starting to do some of the same, it definitely is something you only experience in Japan and maybe even Hong Kong and parts of China.