Yes, now we also use "orientar a" to translate other English buzzwords like "orientado a resultados" (result-oriented), "orientado a la productividad" (productivity-oriented), etc. But outside of linguistic calques of modern English expressions and buzzwords, I've never heard or read anyone using "orientar a" for anything else than facing a direction.

I might be wrong, of course, as language is very complex and has a lot of regional variations (in particular Spanish, which changes a lot between Spain and the various Latin American countries); but my perception as a Spanish speaker from Spain is that the term originated from a bad translation of English, and something like "programación centrada en objetos", "basada en objetos", etc. would have been better.