Wood table protection?

Just got a new kitchen table - made of wood or wood veneer. We use tablecloth, placemats, & coasters to protect from accidents but looking to see if there is some type of wax, polish, finish that we could apply to really protect it? I think the sales guy said something about rubbing a car wax on it would help protect but that just doesn't seem right. Is there a coating that works for your dining table?