There are several factors:
- Prevailing winds
- Neighboring airport traffic patterns
- Size of inbound aircraft
- Where the aircraft is coming from
- Final parking space
- Congestion
- Fuel status
- Weather (thunderstorms)
- Noise considerations
At small airports, it is usually just the runway that faces into the wind and can accommodate most of the traffic coming in.
At large airports, the wind dictates which flow is being used (like a "north flow" or "south flow"). From there, aircraft usually are assigned to land on which ever side of the airport their arrival procedure brings them to. Sometimes, it is also decided by which gate/terminal they'll be parking at. Lastly, the available approach procedures can change things if the weather is not good