My 3 year old son doesn't like when people try to kiss him or hug him is this normal?

It started like a year ago he uses to be good he used to like it when his aunts and uncles hug him and kiss him now it's like they tell him to come he doesn't listen and if they try to kiss him he try's to run or starts crying he just Likes his dad and me and only wants to be around us how can I get him to like his grandparents and uncles and aunts too ? All of them are starting to say he has a bad attitude and it annoys me too .and do u know what might be the cause of all this ?