Indeed, despite the fact that he eventually married her, and that the pasuk a bit later says that he loved her, I would agree that pashut peshat in this pasuk is that it was not derech chiba.
Thus, for example, see Shadal on this pasuk. He writes:
וישק יעקב לרחל : נ"ל שהיתה נערה קטנה, ולפיכך כתוב ותרץ ותגד לאביה, ולא לבית אמה (כמו ברבקה, למעלה כ"ד כ"ח ) כי להיותה קטנה היתה עדיין מצויה בין האנשיםIt would certainly not need to be derech chiba if she is such a young girl, from whom it still was tznius to hang around the men.
See also Ralbag. He writes (see image, and get it at JNUL, pg 53, though you first need to install the plugin) that Yaakov kissed Rachel on the hand, or on the clothing, and cried -- and that this was the protocol of relatives, and he had already told her that he was a relative. (Despite the fact that this relating is mentioned in the next pasuk -- presumably he holds that this is the pluperfect, or that the order of the psukim don't necessarily reflect the exact order of events; we do not need to agree with this to still declare it a kiss of greeting a relative.)
Indeed, we see that this is the protocol of relatives (or perhaps others as well) greeting one another. For first we have:
But it is not just Yaakov and Rachel who kiss. In the very next pasuk:
on the mouth:
and he embraced When he (Laban) did not see anything with him (Jacob), he said, “Perhaps he has brought golden coins, and they are in his bosom.” [from Gen. Rabbah 70:13]If it is not derech chibba for these two relatives, in identical greeting situation, there is no reason to assume that it was derech chibba, just because of Rachel's gender.
and he kissed him He said,“Perhaps he has brought pearls, and they are in his mouth.” [from Gen. Rabbah 70:13]
And then a bit later, in Vayishlach, Esav meets Yaakov after a long absence, and there is hugging, kissing, and weeping. Bereshit 33:
|ד וַיָּרָץ עֵשָׂו לִקְרָאתוֹ וַיְחַבְּקֵהוּ, וַיִּפֹּל עַל-צַוָּארָו וַיִּשָּׁקֵהוּ; וַיִּבְכּוּ.||4 And Esau ran to meet him, and embraced him, and fell on his neck, and kissed him; and they wept.|
And then in Vayigash, when Yosef reveals his identity to his brothers, they kiss and cry. In Bereshit 45:
It is thus fairly clear to me that there was no impropriety, or derech chibba, in Yaakov's kiss, on a peshat level.