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Spot on, native French speaker, learnt English as a second language. Frugal traveling was referring to the NY Times blog "the frugal traveler", but I get your points, have corrected all issues mentioned, and will have the copy reviewed. Will also see if I can create "profiles" / "use case scenario" with profiles. Thanks!

Well; we don't want literally to hide it. The keywrods are very relevant to the end user. It's not like we want to mislead the search engine or the end user. But...it cannot be too conspicuous.

Sorry, I don't think I explained (1) very well. What I mean is that you may want to gradually change the site architecture so that not all of the search options are crawlable pages. This could mean putting some filters in form variables, for example (instead of links). It could also mean making sure that certain paths always converge. There's no easy solution. This is a problem all big sites face, and it's very dependent on the platform/CMS. With (2), a "level" could be anything. Maybe there are major cities you need to cover but everything else could stay out of the index. This really depends on your information architecture, but there's always something that's high priority and something that's low priority. If you can focus Google on the high-priority pages, it can definitely work in your favor. The trick is figuring out how to build the logic such that you can code that dynamically. I've found there's almost always an answer, but it can take some creative thinking. I definitely don't encourage doing it manually. If the results are easy to group by city and you can code that logic, the canonical may be fine. Since the search results could be different in some cases, canonical isn't technically the best choice, but it does often work. It really depends on how different they can be, so it's a bit tricky.

This one is an almost completely off-page SEO problem. There are small things you can do on-page that won't directly be seen like alt-tags, title attributes and file names but they are only small improvements - and having the keywords on the site will almost always beat those methods in the search results. Using related terms as well will help but it doesn't really solve the problem. I think the best strategy is a good content marketing plan - spreading out links with the required anchor text for keywords you want to rank for and surrounding the link with text containing related and variations of the primary keywords. Depending on the competition of your keywords this one could turn into a very long-term goal. The short answer to your question is: anchor text or more precisely a SEO focused content marketing strategy.