Yes. The rule-of-thumb is that they should run parallel to the longest wall in the room in which the planks are being installed.
However, for any nail down or staple down hardwood floor the hardwood planks should run against the joists of the house. Any floating hardwood (non-nail down/staple down) is free to run the direction of the customers choosing.
For more information on this topic, please visit our blog, Which Direction Should Hardwood Floors be Installed