I think what kept me watching was the setting. A lot of animes take place in parts of Tokyo or at high schools/academies and there's stuff you expect from those animes, but I thought the hot spring inn was pretty unique for an anime setting -- although, I'm sure there are other animes set in hot springs. I feel like I don't really know what will happen next because it's a different setting for me and that keeps it fun.
The episode focused on Tomoe really cemented Hanasaku Iroha as a favorite for me. She's introduced as a gossipy head-waitress and I figured she was just there for comic relief or just a bit character, but that episode proved me wrong. That story really fleshed her out and I found myself more intrigued with her than with Ohana and the other girls -- maybe it's because I'm the same age as Tomoe.

I hope she gets revisited in a latter episode (I think there's like 7 left, and most likely that might not happen). The first 13 episodes were fun stories and there was plenty of development and drama. I haven't found the episodes starting with 14 to be as compelling. The ones with manager and Takako were decent. Most of the rest seemed to be about slice-of-life, teen drama type stories which don't interest me too much. By far the one with Nakochi is best in the second half of Hanasaku Iroha. I look forward to what the other episodes will be about.