A BE58 AIR TAXI PLT LANDED ON THE R RWY; INSTEAD OF THE L RWY. THE RPTR HAD BEEN ESTABLISHED ON FINAL FOR THE R RWY FOR APPROX 8 NM AND DID NOT HEAR THE CTLR ASSIGN THE OTHER RWY.

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I WAS APCHING CENTENNIAL (APA) FOR LNDG; AND RPTED 12 MI SW INITIALLY. I WAS TOLD TO ENTER A FINAL FOR RWY 35R; AND RPT THE PWR LINES; WHICH ARE 3 MI S. APPROX 10 MI S I INTERCEPTED THE LOC FOR RWY 35R AND STARTED TRACKING IT INBOUND. AS I APCHED THE OM; APPROX 6 MI S; I HEARD A CHALLENGER RPT 12 MI SE. HE WAS TOLD TO ANGLE TO RWY 35R; KEEP HIS SPD UP; AND HE WAS CLRED TO LAND RWY 35R. THE TWR TOLD HIM HIS TFC WAS A BARON OVER CASSE (ME). AS I APCHED THE PWR LINES; THE TWR POINTED ME OUT TO A CESSNA. HE THEN REQUESTED ANOTHER CESSNA TO MAKE A SHORT APCH. AFTER THAT; HE POINTED OUT TFC TO ME THAT WAS WING UP; L BASE FOR RWY 35L; AND ASKED ME TO FOLLOW THAT TFC. I ADVISED THAT I WAS LOOKING FOR THE TFC; AND SLOWING DOWN; BUT I WAS LOOKING FOR THEM ON RWY 35R; WHERE I THOUGHT I WAS GOING. A FEW MOMENTS LATER I ASKED THE CTLR THE POS OF THE TFC; AS I STILL DID NOT SEE HIM. HE SAID 'TFC IS WING UP; TURNING FINAL OVER THE NUMBERS; RWY 35L; CLRED TO LAND.' I REPEATED THE CLRNC; BUT DID NOT CATCH THE CHANGE IN RWYS TO RWY 35L. HE THEN POINTED ME OUT TO ANOTHER ACFT WHEN I WAS APPROX A 1 MI FINAL FOR RWY 35R. I WAS STILL LOOKING FOR MY TFC WHEN THE CTLR CONGRATULATED HIM ON SUCH A NICE SHORT APCH AND ASKED WHAT WAS NEXT. WHEN THE PLT ADVISED THIS WOULD BE A FULL STOP; THE CTLR TOLD HIM TO EXPECT RWY 35R. I LANDED RWY 35R; AND DID NOT REALIZE ANYTHING WAS AMISS UNTIL THE CHALLENGER ANNOUNCED HE WAS GOING AROUND. TWR ACKNOWLEDGED THE GAR; AND THEN THE CHALLENGER TOLD HIM THERE WAS AN AIRPLANE ON HIS RWY. THE TWR THEN SAID; 'YEAH; SHE LANDED ON THE WRONG RWY.' I DON'T UNDERSTAND WHY THE CTLR DID NOT USE THE PHRASE; 'CHANGE TO RWY 35L;' SINCE I HAD BEEN SET UP FOR RWY 35R FOR APPROX 8 MI. I WAS TOLD BY THE TWR CHIEF THAT THIS PHRASE USED TO BE IN THEIR BOOK; BUT HAD BEEN DROPPED. I HAVE ALWAYS HEARD THEM USE IT AT CENTENNIAL; AND IN THE 2 DAYS SINCE THIS; HAVE HAD RWYS CHANGED TWICE. BOTH TIMES THE CTLR TOLD ME 'CHANGE TO RWY.' HERE THEY ARE MAKING A SIGNIFICANT CHANGE ON SHORT FINAL; IN A HIGH WORKLOAD SIT; AND TO NOT ALERT YOU THAT A CHANGE IS HAPPENING IS NOT GOOD. IF THE PHRASE 'CHANGE TO' IS NOT STANDARD PHRASEOLOGY; WHY IS IT USED MOST OF THE TIME?