Most clients don’t seem to want to kiss. It’s very intimate and wouldn’t be part of 90% of the massage.
I think for the majority of my clients they’re looking for a great massage that slowly builds up the sexual tension. If you do that right then some clients can be so turned on by the end that they do want to kiss.
If I think he’s looking to kiss I will work my way up his torso kissing the nipples, neck, and then ear before whispering “do you like to kiss?”. That usually results in him turning his head to kiss or turning away if not. He’s in control that way.