Performance measurement, as a strategic managerial tool, is capable of providing relevant information through a monitoring of the main aspects inherent to company management. The objective of this article was to identify the structure and patterns of relations in the performance indicators used by the hotel sector of the town of João Pessoa. A total of 31 hotels were investigated and 24 performance indicators analyzed. To achieve the proposed objective, three complementary multivariate methodological approaches were utilized: cluster analysis, multidimensional scaling, and factor analysis. The procedures were carried out with the aid of the software STATISTICA for Windows. Three distinct groups were found through the cluster analysis (an economic/financial group, a quality group and a market group). These results were fully corroborated by the multidimensional scaling, and partially corroborated by the factor analysis. Key words: Hotel Sector - Performance Measurement - Decision Making Process.