  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.
