We have considered non-conformal fluid dynamics whose gravity dual is a certain Einstein dilaton system with Liouville type dilaton potential, characterized by an intrinsic parameter $eta$. We have discussed the Hawking-Page transition in this framework using hard-wall model and it turns out that the critical temperature of the Hawking-Page transition encapsulates a non-trivial dependence on $eta$. We also obtained transport coefficients such as AC conductivity, shear viscosity and diffusion constant in the hydrodynamic limit, which show non-trivial $eta$ dependent deviations from those in conformal fluids, although the ratio of the shear viscosity to entropy density is found to saturate the universal bound. Some of the retarded correlators are also computed in the high frequency limit for case study.
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