Staff were polite and very helpful, despite us not being able to communicate! Room was at the rear of the hotel which meant that there was no traffic noise, but the muezzin at the mosque, which is about 100m away from the window did wake us up during the first adhān of the day.... if you need to stay asleep at dawn then you might prefer the front of the building! Personally, I found the muezzin a good one and enjoyed being woken up briefly by the adhān.
Location is excellent, very central and easy to walk to most of the interesting Urumqi sites, Uyghur area etc.
Overall, I would rate the hotel highly for anyone looking for a good central place to stay in Urumqi. Non-smokers be aware that there is little awareness in China of the harm or discomfort of tobacco or passive smoking, so be prepared to experience smoking in the non-smoking lobby, smoking in the non-smoking corridors and smoking in the non-smoking lift/elevator.
Other than that, a great hotel experience.